"When you expand Tweets containing links to partner websites, you can now see content previews, view images, play videos and more," Twitter said in a .

Its partners so far include The New York Times and The Wall Street Journal, blogs including BuzzFeed and TMZ, and video content providers including and some BET programs.

Twitter allowed users to view images in expanded tweets through an rolled out in December. Wednesday's announcement expands that functionality.

A tweet containing a URL for a newspaper article, for example, can be expanded to display the headline, an introduction and potentially the Twitter accounts of the publisher and writer. Users can also expand tweets containing links to partner companies to view photographs and videos within their Twitter feeds.

The feature will likely keep people on Twitter's website for longer, said Brian Blau, an analyst at Gartner.