Twitter acquired SnappyTV last week, a video editing platform that helps TV networks and cable channels share their video clips on social media. SnappyTV already has Twitter data built into its platform, and Twitter plans to further integrate SnappyTV with Twitter Amplify, which distributes video clips and ads across Twitter feeds. The acquisition marks Twitter’s next step in its social television strategy, shortly after losing two top execs who served as champions of the initiative.

The initiative has already introduced live tweets scrolling during television shows with hosts and anchors encouraging viewers to use specific hashtags and check out specific Twitter handles. According to the Twitter blog, “Ninety-five percent of all live TV conversation currently happens on Twitter.”

“Twitter has banked a wealth of time and money on so-called social TV, an initiative spearheaded by two executives who abruptly stepped down from their roles [in recent weeks]: Ali Rowghani, the former operating chief, and Chloe Sladden, the ex-head of media,” reports The Wall Street Journal. “Their departures were unrelated to Twitter’s social TV effort, people familiar with the matter have said.”

Twitter uses its role in social television to further advertising opportunities, such as Twitter Amplify. “Twitter has amassed over 75 TV partnerships with networks such as ABC, ESPN and Univision via Amplify since the product launched a year ago,” notes WSJ.

In a study released last week, Twitter and Starcom Mediavest Group found that both brand awareness and sales increased when a company advertised on both TV and Twitter. The brand awareness increased 6.9 percent among exposed audiences. Sales increased about four percent for brands that were advertised on both Twitter and television.