Dive Brief:

• Three weeks after Twitter launched its native video feature, brands have been slow to adopt. 
• Tide was—at the time of this article—the only real brand that had attempted any content with Twitter's native video feature. 
• Several high profile Twitter users and celebrities have posted with the new feature including comedian Amy Schumer and entrepreneur Gary Varnerchuck, who uses it to respond to followers. 

Dive Insight:

Twitter's native video feature adds a bit of convenience, but the production quality is quite low. It's not all that much harder to create a video in a different, more video-centric app and upload it to Twitter, so it's uncertain whether this feature will really take off. If more high-profile users and brands don't adopt it, then users likely won't either—though new social features and platforms can take some time to gain traction. Though if a marketer is able to use the feature in a creative way that can't already be done on say, Vine or Instagram, then Twitter's video option can still prove its worth.