Twitter Inc. (NYSE: TWTR) is reportedly working on a camera-first feature to integrate onto its platform to compete against rivals like Snap Inc. (NYSE: SNAP), according to CNBC, citing three senior agency executives familiar with the matter.
The new camera function will combine location-based photos and videos with Twitter Moments. This will allow users to upload pictures or videos along with a post in real-time.
The feature will be almost identical Snap’s application on collecting locations of snaps and highlighting certain ones in the Discover tab, a feature mainly used by advertisers.
One executive said that since Twitter already posts tweets in real-time, he said it seems natural to add a camera feature along with it. Another executive said that this would increase demand from advertisers due to its engaged user base.
The executives told CNBC that the new feature is a natural way to be able to reach a younger consumer base by allowing them to share their posts publicly or with friends.
It's unclear when the feature could launch, and it could still be refined significantly or scrapped entirely, but ad executives with knowledge of it believed that it was early in the development process.
Twitter said in its fourth quarter financial results last month that the company that 2018 will focus heavily on internal improvements to better its platform. While the company did not specifically state exact improvements, Twitter did mention an investment to prevent against malicious and false content.
After Twitter reported its first quarterly net profit in the first quarter, the media company has been looking to integrate into the advertisement business. According to eMarketer, Twitter was the sixth largest company in terms of digital advertising revenue without video advertisements.
Twitter has made moves to partner with the National Football League and Bloomberg to stream their content onto Twitter’s platform.
Twitter declined to comment on the matter.