There's less and less reason to leave the site, since everything is there
At the heart of Twitter are the 140-character tweets. This isn't about to change and it's still what makes the site unique. However, Twitter has been working on expanding the tweets to include more information and to allow users to do more things.One of the ways it's done is with in-line content, for example, adding photos to tweets with links to photos, embedding YouTube videos and so on. These expanded media tweets have been a great way of enjoying content found on the site without actually leaving Twitter.
Naturally, Twitter wants to keep you on the site as much as possible, so it's expanding the type of tweets that contain additional contents.
Tweets with links to news stories, for example, will include an excerpt from the story along with the title and even a thumbnail image. Tweets with SoundCloud content will get the full SoundCloud player embedded.
"When you expand Tweets containing links to partner websites, you can now see content previews, view images, play videos and more," Twitter explained. "You’ve probably expanded Tweets before to play videos from YouTube or see photos from Instagram."
The interesting part is the number of partners Twitter got and how many different types of content can now be included in a simple tweet, audio, video, images, news and so on.
"This easy new way to discover content from the web begins rolling out to everyone on twitter.com and mobile.twitter.com starting today, and it’s coming soon to Twitter for iPhone and Twitter for Android," Twitter said.
The new feature should make it more fun to share things on Twitter and easier to follow everything, since you won't have to go back and forth between Twitter and the site of origin, in many cases.
What's more, by default, none of this clutters up the tweet feed, all tweets are still just as small and only display the 140 characters. But if you want to see more, it's all there, a click away, the best of both worlds.