Twitter is taking a page from its own Vine book by rolling out in-line video playback online and in its mobile apps.
First reported by the New York Times, the new feature began rolling out Wednesday, allowing users to preview and play video clips without leaving a tweet.
"Twitter users may start to see a new video experience on Twitter," a company spokeswoman confirmed to PCMag. "Video previews appear right in your home timeline and you can watch the video with a single tap. We're starting this test with our Twitter Amplify partners, including the NBA, and all users can see the new experience on our mobile apps and twitter.com."
The National Basketball Association was the first to test the feature, sharing highlights from this week's Kicks/Pacers and Lakers/Spurs games in a series of short videos, most ranging from about six to nine seconds. It is unclear how long each clip can be; some of those from the NBA reached upwards of 12 seconds.
This new in-line video tool is what the Times called the biggest change to the Twitter timeline since automatic photo previews launched last fall.
"Video will begin to feel like a native experience," Kevin Weil, vice president of product for revenue, told the paper. "We're making it easier for people to do what they want to do."
And they want to avoid clicking more than once to watch a video. As it stands, users already have to tap no fewer than three times—once to open the tweet, once to open the video, and once to play the video. This new hassle-free feature means only one click for immediate playback.
Test it out in the NBA's feed, or wait until the micro-blogging service opens its technology to the masses. According to the Times, Twitter will roll in-line videos out to 60 more companies as part of the Amplify video advertising program.
This move comes as the social network is celebrating its eighth birthday. To celebrate, the company launched a new tool to help users surface their very first tweet—or anyone else's.
Not everyone is excited about what Twitter has accomplished in almost a decade. Turkish Prime Minister Recep Tayyip Erdogan this week blocked access to the site, claiming the company ignored court orders to remove "illegal" links posted about his government.
Editor's Note: This story was updated at 1 p.m. Eastern with comment from Twitter.