Twitter has its eyes set on video, and hired Baljeet Singh, a former YouTube executive who helped the video site create its pre-roll video ads.
Singh left YouTube last month after working for Google for over five years, and according to The Verge, starts at Twitter today.
The former exec will help the social network develop better ways for users to discover and watch videos, including getting more videos onto the site.
One major goal is getting more advertising alongside videos with Twitter’s Amplify program, which can display ads, call-to-actions such as follow buttons, over top of embedded videos.
From Baljeet Singh:
“There’s all this tremendous conversation that happens around TV content and online content — and all that conversation is happening on Twitter.”
Last month, Twitter published its first earnings report since going public, and with 75 percent of ad revenue now coming via mobile, Singh could also help the company further optimize in that area.