Twitter introduced a new animated GIF feature called ScratchReel. The company tweeted out an example, asking users if they've spotted one yet.
— Twitter (@twitter) November 12, 2015
You'll have to go to the tweet on Twitter to actually check out the functionality. Basically, you can just drag back and forth on the image to rewind and fast forward it.
It's hard to believe that it was only a year and a half ago that Twitter even supported animated GIFs. Now they're taking them even further.
According to The Verge, the functionality comes as a product of Twitter's acquisition of SnappyTV, which occurred last year.
At the time, Twitter said this about the acquisition: “One of the best ways to follow events as they unfold is through real-time videos on Twitter. As we continue to invest in video, it’s important for us to provide tools that make it easy for TV broadcasters, businesses, and event producers to share high-quality videos.”
ScratchReels will no doubt fit right in with Twitter's recently launched Moments feature, which seems to be a major part of the direction the company is looking to go in.
If ScratchReels become widely available to all users, it will be interesting to see how marketers take advantage.
You can check out the ScratchReel Twitter account to see more examples dating back to September 2.
Image via Twitter