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“Good day, ladies and gentlemen and welcome to the Twitter Fourth Quarter Earnings Conference Call”. The attention of some of Twitter’s leading members along with many conference call participants, was grabbed with these words which signified the beginning of CEO Dick Costolo’s Q4 2014 Results-Earnings call. Also in attendance were Krista Bessinger, Senior Director, Investor Relations and Anthony Noto, CFO.

During Twitter’s Q3 earnings call and again at their Analyst day, among the three main features discussed was the creation of an ecosystem of new applications and services, perhaps such as an app marketplace, and the instruction of better media creation and consumption. In Q4 Twitter launched and began testing ideas in native mobile video. Costolo commented that he believes video and mobile video sharing will reach the same scale of creation and consumption as photos.

Twitter’s first encounter with video was with Vine. This process of creating and sharing short videos remains very popular with Twitter users, with over 1.5 billion Vine loops each day.

The company have also been using publishers and advertisers to bring videos to the site in recent months. Expansion efforts into SMB media channels are continuing to pay off, with a growth rate continuously outperforming overall growth of their own ad business.

The social network’s video findings show us just how popular videos are with its users. The most recent addition to its media strategy was the introduction of native mobile video to all Twitter users. With this addition, users can now capture, edit and share videos right within the Twitter app. The goal is to make native mobile video fast and easy.

We will no doubt be seeing continuous investment by Twitter on the mobile video front, with CEO Costolo stating that he will personally be investing a good deal of time in this area.