Twitter introduces new 'ScratchReel' GIFs; allows users to fast forward and rewind

Twitter has introduced a new feature called ‘ScratchReel’ which allows users to rewind certain kinds of GIFs. This is done by either hovering the mouse over the image or by tapping and dragging it on mobile devices. https://twitter.com/twitter/status/664870989361119232 This feature is said to be possible due to a startup called SnappyTV, which Twitter acquired in 2014. The account says, “SnappyTV is the quickest way for media companies and brands to create and share videos, GIFs and photos from TV and live web streams. Now a part of Twitter.” A report Engadget  points out that the functionality appears to only apply to GIFs created by third-party @SnappyTV publishers, so don’t expect to be go all Pam the Funktress on your GIF feeds just yet. SnappyTV is known to work with broadcasters and organizations to clip, edit, and distribute videos across several digital platforms that include social networks and mobile devices. This acquisition by Twitter is to boost its reach as well as revenue as the company struggles to soothe investor concerns over user base growth and its ability to make a profit. Twitter shares also seem to be losing its fizz while social media rivals Facebook and LinkedIn are holding the fort amid portfolio churn by investors.