It’s not going ‘full TikTok’, however Twitter is trying to lean into rising video consumption traits, 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 may broaden 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 searching extra participating video content material. If you wish to exit the viewer and return to the unique Tweet, click on the again arrow within the high left nook.”
Appears acquainted, proper? So now, you’ll have the ability to uncover extra video content material, particularly, within the app by getting into a vertical scrolling feed of clips, which will probably 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 trying 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 Tendencies that may curiosity you. Simply open the Discover tab to find among the hottest movies being shared on Twitter.”
Word the outline: ‘common and trending’ movies. That, once more, will allow Twitter to lean into the AI-recommended content material method 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 think about how they’ll align with evolving consumption traits, and adapt them for their very own means.
Twitter, as famous, might not have gone full TikTok like Meta, but it surely 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 allows 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 trying to amplify video content material, which might make it an even bigger consideration in your content material method.
Although the largest 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 consumer expertise. TikTok’s algorithm is extremely attuned to consumer response, and seemingly iterates in real-time, which is the way it retains feeding you extra of what you’re fascinated by, and fewer of what you aren’t, each time you open the app.
Twitter’s Discover web page, at the least in my expertise, is generally a random spattering of trending content material, mixed with really useful matters that aren’t curated, resulting in unengaging, uninteresting really useful tweets.
If Twitter can’t get this ingredient 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 might be seeing probably 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 matter/s you’ve proven an curiosity in.
Possibly I’m fallacious, 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 will probably be out there within the coming days to individuals utilizing Twitter in English on iOS, whereas the brand new video carousel in Discover will probably be made out there to individuals in choose nations on each iOS and Android.
