Twitter Embraces TikTok-style ‘Immersive’ Video

Twitter videos will now resemble TikTok videos. For watching clips, the firm said that it will transition to a full-screen “immersive” video player. It will also use the now-familiar “swipe up” action to allow users to continuously scroll through additional movies on the platform.

In terms of user experience, the update will make watching videos on Twitter feel a lot more like surfing TikTok or Instagram’s Reels. For the time being, the improvements are limited to Twitter’s iOS app, but the company has stated that a similar update for Android will be available in the “coming weeks.”

While Twitter has long promoted video, particularly live video, in various aspects of its service, this is one of the company’s most aggressive initiatives to force video on its users. It could also be contentious, as some users may find the new full-screen videos annoying. Users can return to the original tweet by clicking the back arrow in the top left corner of a clip, according to the business.

Separately, Twitter is exploring a move to encourage more people to watch video content on its platform. In Twitter’s Explore page, the company is testing a new section for video recommendations. These recommendations will be made available to “people in select countries who use Twitter in English on iOS and Android.”

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