TWITTER launched its own video capture service today, with an app that will let users of the social network take and post short films using their mobile phones.
The new service, called Vine, will allow users to take videos up to six seconds long and embed them into their tweets.
Dick Costolo, Twitter's chief executive, posted footage using the software through his @DickC account, showing him making steak tartar in a video that resembled gif animated footage.
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, it said.
Dom Hofmann, the co-founder and general manager of Vine, wrote 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 on the company's website.
"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."