Former YouTube executive Baljeet Singh will be focusing on improving the quality and number of videos on Twitter Inc (NYSE:TWTR)’s platform in his new job at the company. According to The Verge, he starts working at the micro-blogging company today.

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Singh’s talents put to work at Twitter

The executive will also be helping Twitter Inc (NYSE:TWTR) sell video ads, which would be a new source of revenue for the company. The executive spent more than five years at Google Inc (NASDAQ:GOOG) and its subsidiary YouTube. He is credited with creating the pre-roll advertisements which can be skipped and which have shown up around the Internet.

Singh left Google Inc (NASDAQ:GOOG) last month, and he told The Verge that there are many online conversations regarding television and online content. He said those conversations are happening on Twitter Inc (NYSE:TWTR).

Singh to hone Twitter’s video products

The site reports that the executive will be focusing on several major areas regarding videos. He will be making it easier for users of Twitter Inc (NYSE:TWTR) to find and view videos. That will mean making over the company’s player software and increasing the number of videos which are on the platform. He will also have to forge partnerships with content creators and broadcasters and sell more ads in the videos which show up on Twitter fees. The executive will also be using Twitter’s Amplify program to promote tweets which contain embedded videos.

More generally, he will work on Twitter Inc (NYSE:TWTR)’s video products and report to VP Kevin Weil.

Twitter targets video ads

Twitter Inc (NYSE:TWTR) has been pushing toward profitability, although analysts generally don’t expect that to happen for more than a year. The company has more recently struggling with user growth. By increasing its focus on video, Twitter likely hopes to attract more users, as online video has become more and more popular over the years.

Singh wouldn’t provide any specifics about what he is planning to do at Twitter Inc (NYSE:TWTR) in terms of honing the company’s video product offerings. However, if he can do for Twitter what he did for YouTube, he’ll likely be turning the company into a major revenue generator.