Twitter is launching a brand-new video product within the next few weeks. The new product is an app that can be used not just to post video to twitter but also to shoot and edit it as well.

Video has been growing in popularity, particularly in the last year. Facebook has been making their own push to increase the amount of video content that is uploaded directly to Facebook, and now Twitter is finally poised to do the same.

Twitter also owns Vine but this appears to be a completely separate product. However it will be taking some key features from the success of Vine, such as a length limits on the video.  They do plan to make it much longer than Vine videos.  According to Re/code, the current length Twitter is testing is twenty seconds.

Adding videos that are hosted by Twitter also opens up the potential for added revenue, another area that Twitter’s struggles in. They could potentially offer pre-roll ads or overlay ads, such as YouTube uses. And also opens the possibility of revenue sharing with users that are uploading the videos too.

Twitter has been struggling with not only retention but also keeping current users actively engaged.  While Twitter facilitates posting links to videos and embedding them, they haven’t offered a service that allows videos to be uploaded directly by the user except for a select group of verified users and advertisers.  They have been very slow to add video support for all users, lagging behind many other social media platforms that already have made uploading available and have been monetizing on those videos.

Last month, Twitter was also been considering switching click to play videos to auto-play, in an effort to boost the number of video views and to compete directly with Facebook’s inflated video numbers from auto-play.

The new Twitter video ads is scheduled to launch sometime in the next few weeks. It is unknown if it will be US only at lunch or if it will be available to all users.