If you'd asked me a couple of years ago what I thought of Twitter I'd have quipped that I thought it was a 'nice idea but people have moved on'.
A platform that prided itself on being relevant became the mouthpiece of either absurd rhetoric from the far right or the eternally offended far left.
Then Trump happened. Arguably, the man's greatest business achievement was making Twitter relevant again. The platform has been at the forefront of American politics reporting and will continue to be closely monitored for the next 'great statement' from the president of the free world.
It's therefore reasonable to expect that Twitter will capitalise on its new found momentum. It's done so with the launch of its new video suite including a 24hr livestream of Bloomberg and a morning briefing with Buzzfeed.
Not satisfied with media partnerships, Twitter has also made a deeper move into the world of content by announcing that it will be creating some original content of its own. #WhatsHappening will be the company's wholly owned digital digest of trending topics.
So what does this mean for brands?
We've known for sometime that film is the medium that, if done elegantly and to a high-standard, yields the greatest marketing results. Now with Twitter placing its flag in the world of moving pictures, organisations need to get even more comfortable with producing high quality video content at speed.
Agility, importance of topic and production quality are going to be the key components of the micro-filming era. Organisations should now be looking to either partner with the right production teams or bring the necessary skills and equipment in house.
As the saying goes, 'a picture paints a thousand words'.
A film, executed well, will do a lot more than 140 characters.
On Monday, the company sought to change that by highlighting its offerings around sports, news, culture, entertainment, finance and other content from 16 streaming video partnerships, led by BuzzFeed, Vox Media, Viacom, the WNBA, and the PGA. Twitter's video package will be anchored by a live 24-hour Bloomberg News stream and will include its first wholly-owned digital show, called "#What'sHappening."