Twitter announced on its official blog that it will start rolling out a new way to experience video on TikTok. No, Twitter won’t launch TikTok-like short videos the way IG launched Reels or YouTube launched Shorts. Instead, it will only take one element of short videos, making video content easier to discover on the platform.
Twitter is introducing a new “immersive media viewer” that will display in a new full screen view. Just click/expand the video in the tweet to access this feature. If users wish to discover more visual content, they will be able to swipe up from any video. Exiting the view will take you back to your Twitter feed.
Twitter will also show more videos in the Explore tab of the app. Users will see a new video carousel and interesting tweets under “Videos for you.”
We want to make it easy for everyone to use our services in the way that best suits their needs, and video is an important part of that.
Immersive Media Viewer will roll out to iOS users using English Twitter over the next few years. Meanwhile, the video carousel in the Explore tab is now available in English for Android and iOS users.
Twitter’s last attempt to merge videos failed. Twitter launched Fleets 2020 back in November, but it was discontinued about 8 months later. With this announcement, Twitter doesn’t appear to be trying to change its content strategy and suddenly let its users push short videos like Instagram. It doesn’t shift the focus to the video, it just makes it easier to find and engage with.