Twitter has rolled out a number of new features, including group direct messaging and 30-second video capabilities.
The move is another step in its quest to increase monthly active users and time spent on site, the latter of which executives and industry experts have said recently should be a greater determinant of the social network’s value.
Each functionality is a direct response to competition elsewhere. For group DMs, Twitter is challenging popular mobile chatting apps like WeChat and WhatsApp, as well as the messenger functionality of Facebook. The video functionality challenges Vine (which Twitter owns) and Instagram. Whereas Vines must be created from the separate Vine app, Twitter will now enable users to film video directly from their Twitter app, like they have been able to do with photos for some time.
— Neil Patrick Harris (@ActuallyNPH) January 27, 2015