Twitter Leans into Rising Video Tendencies with New Video Showcase Parts

It’s not going ‘full TikTok’, however Twitter is seeking to lean into rising video consumption tendencies, 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 can 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 might 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.

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 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 think about how they will align with evolving consumption tendencies, and adapt them for their very own means.

Twitter, as famous, might not have gone full TikTok like Meta, however it has been looking for methods to faucet into the identical for a while.

It started testing a full-screen video reply option earlier this 12 months, 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 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 an enormous 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 an even bigger consideration in your content material strategy.

Although the largest issue working towards 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 very attuned to consumer response, and seemingly iterates in real-time, which is the way it retains feeding you extra of what you’re excited about, and fewer of what you aren’t, each time you open the app.

Twitter’s Discover web page, no less than in my expertise, is generally 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 probably the most engagement total, that’ll be sufficient to assist showcase extra attention-grabbing 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 incorrect, 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 might be obtainable within the coming days to individuals utilizing Twitter in English on iOS, whereas the brand new video carousel in Discover might be made obtainable to individuals in choose nations on each iOS and Android.

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