Twitter experiments with video again and tests vertical scrolling video

Twitter announces on its official blog that it will start rolling out a new way to discover videos on TikTok. No, Twitter is not going to start serving short TikTok-like videos the way IG did with Reels or YouTube with Shorts. Instead, it will only take one short video item, making it easier to discover video content on the platform.

Twitter is introducing a new “immersive media player” that plays videos in a new full-screen view. This will be accessible by simply tapping/expanding a video from a Tweet. Users will be able to scan any video if they want to discover more visual content. Leaving 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 as well as Tweets of interest under “Videos for you”.

We want to allow everyone to use our service in the way that best suits their needs, and videos are an important part of that.

Twitter experiments with video again and tests vertical scrolling video

The immersive media viewer will be rolling out to iOS users using Twitter in English over the next few days. Meanwhile, the Explore tab video carousel is now available in English for Android and iOS users.

The last time Twitter tried to embed the video, it failed. Twitter launched Fleets in November 2020, only to have it go offline about 8 months later. With this announcement, it doesn’t look like Twitter is trying to change its content strategy and suddenly force its users to post short videos like Instagram did. Instead of focusing on video, this will only make videos easier to find and use.


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