First off, Twitter’s including a brand new choice 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 effectively. Simply scroll as much as begin looking 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 of uncover extra video content material, particularly, within the app by getting into a vertical scrolling feed of clips, which shall 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.

“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 a number of the hottest movies being shared on Twitter.”

Notice the outline: ‘in style 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 sensible for social platforms to think about how they’ll align with evolving consumption tendencies, and adapt them for their very own means.

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

It started testing a full-screen video reply choice earlier this yr, 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 structure for Discover, which allows them to vertically scroll by way of 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 an enormous think about boosting video consumption within the app, it’s positively value noting that Twitter’s particularly seeking to amplify video content material, which might make it a much bigger consideration in your content material method.

Although the largest issue working towards 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 taken with, 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 factor 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 are seeing essentially the most engagement general, 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 subject/s you’ve proven an curiosity in.

Perhaps I’m flawed, and once more, it’s value noting Twitter’s rising curiosity in video, and funding in new video presentation codecs.

Twitter’s immersive media viewer shall be obtainable within the coming days to individuals utilizing Twitter in English on iOS, whereas the brand new video carousel in Discover shall be made obtainable to individuals in choose international locations on each iOS and Android.