Twitter Leans into Rising Video Tendencies with New Video Showcase Components

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 choice that may expand tweeted videos 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 mode, we’ve made video discovery simpler as properly. 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 be capable to uncover extra video content material, particularly, within the app by coming 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.

Twitter video update

With our new video carousel, now you can simply discover extra movies you want alongside Tweets and Tendencies which may curiosity you. Simply open the Discover tab to find a number of the hottest movies being shared on Twitter.”

Notice the outline: ‘fashionable 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 contemplate how they will 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 in search of methods to faucet into the identical for a while.

It started testing a full-screen video reply option earlier this yr, which iterates on the options that it had initially sought to maximise in its failed Fleets Stories clone, whereas some customers have additionally been given entry to an updated layout for Explore, which allows them to vertically scroll by way of full-screen tweets.

Twitter Explore update

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 undoubtedly price noting that Twitter’s particularly trying to amplify video content material, which might make it a much 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 typically 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 thinking about, and fewer of what you aren’t, each time you open the app.

Twitter’s Discover web page, not less than 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, possibly, by merely highlighting the video clips which are 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 subject/s you’ve proven an curiosity in.

Possibly 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 will probably be obtainable within the coming days to individuals utilizing Twitter in English on iOS, whereas the brand new video carousel in Discover will probably be made obtainable to individuals in choose international locations on each iOS and Android.

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