It is no secret that Twitter has struggled to maintain its popularity over the years. The platform’s innovations have paled in comparison to those of Facebook, Instagram and Snapchat.  This has not gone unnoticed by its users or its investors. While Twitter maintains more daily active users (328 million) than Snapchat (158 million), users and investors have both lost interest in the platform. Twitter has previously taken actions to improve its image, even changing its categorization from a social networking platform to a news app.

On April 18, in another attempt to regain their standing, Twitter released its newest offering – in-stream video ads. Not only will this update allow advertisers to serve pre-roll and mid-roll units, but it will also allow advertisers to push videos with higher engagement to users who do not necessarily follow the account on which the ad originated. With their new offering, Twitter is looking to capitalize on the success of video ads in the digital space. They are hopeful this will pique the interest of major advertisers.

Twitter is set to present at the May 1 Digital Content NewFronts event, where it is expected to share more on this new offering.