Twitter announces on its official blog that it will start rolling out a new way to experience video on TikTok. No, Twitter won’t start pushing short TikTok-like videos the same way IG did with Reels or YouTube with Shorts. Instead, it will only take a short format video element, making it easier to discover video content on the platform.
Twitter is introducing a new “immersive media viewer” that will play videos in a new full screen view. It will be accessible by simply tapping / expanding a video from a Tweet. Users will be able to swipe up from any video if they want to discover more visual content. Exiting the view will take you back to your Twitter feed.
Twitter will also show more videos on the Explore tab of the app. Users will see a new video carousel along with Tweets of interest in “Videos for you”.
We want everyone to be able to easily use our service in the way that best suits their needs and videos are an important part of that.
The immersive media viewer will be rolling out to iOS users using Twitter in English in the coming days. Meanwhile, the video carousel on the Explore tab is now available for Android and iOS users in English.
The last time Twitter tried to embed video, it failed. Twitter launched Fleets in November 2020, only to pull the plug about 8 months later. With this announcement, it doesn’t appear that Twitter is trying to change its content strategy and suddenly its users are producing short-form videos like Instagram did. Instead of shifting the focus to the video, it will make the videos easier to find and interact with.
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