Twitter users will have to watch pre-roll advertising on videos in tweets, thanks to Twitter’s new Amplify service on the social media platform.

Amplify will insert advertising into relevant videos based on categories chosen by the advertiser. It has similarities to the model used by YouTube, which offers payment to YouTubers for featuring short ads before their own content.

Pre-roll ads are currently only available to US advertisers and video publishers, though Twitter has said it plans to roll out the feature globally over time.

Twitter will reportedly take a 30 per cent cut of revenue, with the rest going to publishers who agree to have ads played before their content.

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