It’s not going ‘full TikTok’, however Twitter is seeking to lean into rising video consumption developments, with two new updates designed to enhance the Twitter video expertise – and ideally, get individuals spending extra time within the app.
First off, Twitter’s including a brand new possibility that can develop tweeted movies to full-screen mode with a single click on.
And that’s not all:
“As soon as the video has been launched in full display screen mode, we’ve made video discovery simpler as nicely. Simply scroll as much as begin looking extra partaking video content material. If you wish to exit the viewer and return to the unique Tweet, click on the again arrow within the prime left nook.”
Appears acquainted, proper? So now, you’ll be capable of uncover extra video content material, particularly, within the app by getting into a vertical scrolling feed of clips, which shall be sorted by Twitter’s algorithms, enabling it to showcase extra of the best-performing movies within the app.
Along with this, Twitter’s additionally seeking to put extra emphasis on video content material in Discover, with a brand new ‘For you’ video carousel show.
“With our new video carousel, now you can simply discover extra movies you want alongside Tweets and Traits which may curiosity you. Simply open the Discover tab to find among the hottest movies being shared on Twitter.”
Notice the outline: ‘well-liked and trending’ movies. That, once more, will allow Twitter to lean into the AI-recommended content material strategy of TikTok, which is the way it retains individuals in its app for hours on finish.
Given the rise of short-form, full-screen video, it is smart for social platforms to contemplate how they’ll align with evolving consumption developments, and adapt them for their very own means.
Twitter, as famous, could not have gone full TikTok like Meta, nevertheless it has been looking for methods to faucet into the identical for a while.
It started testing a full-screen video reply possibility earlier this 12 months, which iterates on the options that it had initially sought to maximise in its failed Fleets Tales clone, whereas some customers have additionally been given entry to an up to date format for Discover, which permits them to vertically scroll via full-screen tweets.
Its up to date video presentation format is one other effort to align with the TikTok-led shift. And whereas I wouldn’t predict this to be a giant think about boosting video consumption within the app, it’s positively price noting that Twitter’s particularly seeking to amplify video content material, which may make it a much bigger consideration in your content material strategy.
Although the most important issue working in opposition to Twitter on this respect is probably going its algorithms, with its suggestions usually being fairly untargeted, resulting in a sub-optimal person expertise. TikTok’s algorithm is very attuned to person response, and seemingly iterates in real-time, which is the way it retains feeding you extra of what you’re fascinated with, and fewer of what you aren’t, each time you open the app.
Twitter’s Discover web page, at the very least in my expertise, is usually a random spattering of trending content material, mixed with really useful subjects that aren’t curated, resulting in unengaging, uninteresting really useful tweets.
If Twitter can’t get this aspect proper, then I can’t think about its immersive video feed goes to maintain individuals scrolling – however then once more, perhaps, by merely highlighting the video clips which can be seeing essentially the most engagement general, that’ll be sufficient to assist showcase extra fascinating video content material from throughout the app.
My guess, although, is that this feed will find yourself flooded with BTS video clips, it doesn’t matter what subject/s you’ve proven an curiosity in.
Perhaps I’m improper, and once more, it’s price noting Twitter’s rising curiosity in video, and funding in new video presentation codecs.
Twitter’s immersive media viewer shall be obtainable within the coming days to individuals utilizing Twitter in English on iOS, whereas the brand new video carousel in Discover shall be made obtainable to individuals in choose international locations on each iOS and Android.
