Twitter has snapped up SnappyTV, a cloud-based live-video platform that allows users to edit and share videos from television broadcasts. The social network said that the acquisition will allow it to deliver the best video content into Twitter conversations from the television to digital media. SnappyTV’s decision to merge into Twitter was prompted by its desire to improve its product and reach out to more content owners across the world while continuing to be an open platform.
SnappyTV already shares a working relationship with Twitter, having facilitated the video sharing of shareable moments from prominent red-carpet, media and sporting events in real-time. Some of the social television service’s clients include US Open, Fox, NASCAR and The CW. The acquisition will make the content directly embeddable in tweets, which Twitter hopes will drive more momentum on its network. Latest reports suggest that Twitter’s year-on-year monthly active users are dwindling. As of Q4 2013, it had grown a little less than 40%, which is in stark contrast to its 140% growth at its peak. The site, however, continues to reach 241 million monthly active users.
Twitter announced last week that it would allow users to share animated GIFs on the site or through iOs and Android apps. With the new acquisition, Twitter will provide content producers and publishers an extended toolset that enables easy content sharing across a dispersed audience. They can also track the social engagement of the content they share with SnappyTV’s analytics data. It is to be seen if a visually-enriching social experience can work its magic in attracting more active users to the network.