SAN FRANCISCO (KCBS) — Just ahead of their initial public offering, San Francisco-based Twitter is getting more visual. In a feature rolled out on Tuesday, the social network has a new look which embeds photos in user’s feeds.

Users can now upload still pictures as well as mini-videos from Vine, a video-sharing site that Twitter owns. I think some of the photographs stand out to the point where people are more likely to read your tweet. Before, the content simply appeared as a link.

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So does this go after Instagram users? I would say, yes. They want to remain competitive with the Facebook-owned company.

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They are also making it easier for advertisers to put up content, making them more visible. I have a feeling that’s a big motivation, and if you can get ads front-and-center, people are more likely to pay attention to them.

Photos are a feature that has been important to Facebook, Instagram and now they’re becoming more prevalent to Twitter. It all makes sense. There is more bandwidth available, even on mobile platforms, so naturally they would want to have more multi-media capabilities.

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