Starting with the play in games, Twitter users will now be able to view video highlights from all 67 games of the NCAA tournament on any device within minutes.
Twitter, which is partnering with Turner Broadcasting and third-party application SnappyTV, will tweet out 15 second highlights from the @marchmadness account during each game of the tournament. Users can view the video highlights without leaving Twitter.
Last year, Twitter partnered with ESPN to offer highlights of college football bowl games in real time.
"Instant replay plays to Twitter's strength of news in real time and on mobile," said Glenn Brown, director of promoted content and partnerships at Twitter to USA Today.Comment on this story
Twitter has been trying to expand its video presence in order to increase its advertising revenue.
"This is very significant, since not much video is viewed on Twitter now," said Greg Sterling, a social-media analyst to USA Today. "There is an opportunity for them to attract new categories of advertisers, with promoted tweets."
In June, Twitter released expanded tweets that allows users to see content previews, view images and play videos hosted on other websites. Earlier this year, Twitter released Vine, a mobile app that enables users to create and post short video clips.