A new video capture service will allow Twitter users to take and post short videos with their mobiles.
The news broke yesterday when Twitter's chief executive Dick Costolo, posted footage using the software through his account showing him making steak tartar in a video that resembled gif animated footage.
The new service, called Vine, will allow users to take videos up to six seconds long and embed them into their tweets and is initially available free for the iPhone and iPod Touch from the Apple App Store but not yet for other platforms.
Twitter's vice president of product Michael Sippey wrote on his blog: "Like Tweets, the brevity of videos on Vine (six seconds or less) inspires creativity."
Twitter has acquired New York start-up Vine Labs, which is behind the technology, and co-founder and general manager of Vine Dom Hofmann wrote on the company's website that the companies "share similar values and goals".
"Like Twitter, we want to make it easier for people to come together to share and discover what's happening in the world," he wrote. "We also believe constraint inspires creativity, whether it's through a 140-character Tweet or a six-second video."
He added: "Posts on Vine are about abbreviation - the shortened form of something larger. They're little windows into the people, settings, ideas and objects that make up your life. They're quirky, and we think that's part of what makes them so special."
The launch did suffer a minor hiccup with some users discovering that when using Vine, sharing their tweets would sometimes be posted to other users' accounts.
But this issue, along with initial problems sharing videos, seem to have been rectified and user reaction has been largely positive.
Jack Dorsey tweeted: “Vine is the most exciting thing I've seen in a while. Not just because of the team, because it brings an entirely new art form to the world.”
Chris Lake tweeted: “Way cooler than an Instagram of my dinner. Here is a video :)”
But some users were unconvinced.
Mary Harris tweeted: “I'm not sure I am ready for Twitter Vine - the new six second video clip 'extra' capability for tweets. Think of the 'white noise'.”
David Carr tweeted: “Cranky old media take: Vine getting BFD roll-out, but not feeling it. Confection drooled over by trade press. Civilians won't use/care.”