Elon has repeatedly famous that video wants extra particular enhancement, together with improved monetization choices for creators, which, in his view, might ultimately see Twitter compete with YouTube, by providing direct connection on-platform, and higher advert income share.

If they will really make it work.

First off, Twitter’s within the technique of exploring new methods to current media content material on consumer profiles, which might assist to reinforce the video expertise.

As you possibly can see on this instance, shared by Twitter designer Andrea Conway, Twitter’s seeking to replace the show of the Media tab on consumer profiles to a extra Instagram-like grid, which might make it a extra participating expertise.

That additionally leads into the video tab concept, which Musk has famous is coming quickly.

A separate in-app tab for movies might then be the following step, with a TikTok-like stream of video content material, that customers can simply scroll by means of, showcasing the most effective of Twitter’s video uploads in real-time.

Which Twitter has explored prior to now, another way.

In December 2021, Twitter trialed a full-screen feed for Discover, which put extra emphasis on video content material.

Twitter shelved that experiment earlier than Elon took over, however with a renewed give attention to video, it might make a comeback – and we’ve already seen that Musk is eager to roll out older ideas and designs, with a view to boosting consumer engagement.

Which additionally results in one other new take a look at – Twitter’s seeking to roll out in-line pictures inside longer tweets, which may now by as much as a staggering 10,000 characters in size.

As you possibly can see on this instance, Twitter Blue subscribers will quickly have the ability to add pictures into their longer tweets, making them extra like weblog posts – and extra like Twitter’s ‘Notes’ long-form choice which it launched, then shelved, final 12 months.

Which I personally keep is a greater format for long-form content material within the app, versus the ‘Present Extra’ lengthy tweets. However utilization knowledge will in the end inform the story.

The following stage, then, in Twitter’s broader push for internet hosting extra content material is enhanced monetization, which, at current, might be within the type of its lately re-launched Subscriptions choice.

Initially referred to as ‘Tremendous Follows’, Twitter’s now seeking to get extra customers to supply subscriber-only content material, to be able to assist them monetize their Twitter following.

As a part of this, Twitter’s protecting the prices of workers who subscribe to creators within the app to assist construct hype, whereas it’s additionally contemplating a brand new subscriber content material preview show, to assist entice your viewers.

That would immediate extra subscribers to enroll – although additionally it is value noting that Twitter’s preliminary experiments with Tremendous Follows didn’t counsel that many customers have been overly considering paying to subscribe to customers within the app, not less than at that stage.

In Might final 12 months, eight months after the preliminary launch of Tremendous Follows, Twitter reported that its income from subscriptions and knowledge licensing really decreased by 31% year-over-year within the interval. Which isn’t particular to Tremendous Follows, but it surely does counsel that curiosity within the choice was possible very low.

Nonetheless, Elon and Co. stay assured that it is a key development pathway, and that Twitter can ultimately present higher income potential than YouTube – which pays out over $10 billion a 12 months to creators, on common.

That’s a lofty goal, however perhaps, with these new presentation and engagement choices, Twitter can construct on its potential on this respect.