Rainforest Trust has been given early access to Twitter’s new video embed feature.

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If a picture is worth a thousand words, what is the value of a video? Twitter is betting a lot. To compete with YouTube and Facebook for online views, the social media giant is unveiling a new video feature that will allow subscribers to embed videos directly in tweets.

Impressed with Rainforest Trust’s online performance and its conservation mission, Twitter provided the nonprofit with early access to the embed feature.

Cat Kutz, Rainforest Trust’s Outreach Manager, sees this as a golden opportunity.

“You can only say so much with a 140-character tweet. Videos, on the other hand, are a fantastic way to increase awareness in an exciting package, and this is going to help connect us with a new, wider audience,” said Kutz.

Video has already proven an effective outreach tool on Rainforest Trust’s social media channels with views on Facebook already totaling over half a million this year.