Twitter Tests TikTok-Like Feature

Twitter Experiments with TikTok-Style Video Feed

Twitter announced today that it is currently evaluating a new functionality. This feature transforms the platform’s in-app “Explore” section into a video feed reminiscent of TikTok, even incorporating a “For You” tab.

Testing Phase and Availability

The testing is being conducted on both Android and iOS devices. Access is limited to users in select countries who utilize Twitter in the English language.

Rationale Behind the Change

According to a Twitter spokesperson who spoke with TechCrunch, the revamped Explore page is designed to offer a more personalized experience. The goal is to facilitate relaxation, encourage the discovery of new interests, and provide users with up-to-date information.

The company emphasizes that this is a visually-focused approach to highlighting content that is already available on Twitter. It represents a continuing effort to refine personalized recommendations and enhance content discovery across the entire platform.

The Rise of Short-Form Video

Twitter is not alone in its pursuit of replicating TikTok’s success. The short-form video application has experienced rapid expansion, exceeding one billion monthly active users this year. This achievement marks it as one of the fastest-growing companies to reach this benchmark.

Numerous platforms have launched similar features, including Instagram Reels, Snapchat Spotlight, and YouTube Shorts. These initiatives aim to attract creators and increase user engagement.

Even established services like Netflix, Spotify, and Reddit are exploring the potential of this video format.

Recent Developments at Twitter

Throughout this year, Twitter has consistently introduced new products and features. Examples include Spaces, Twitter Blue, and Tip Jar.

This trend is anticipated to continue following Parag Agrawal’s appointment as CEO, succeeding co-founder Jack Dorsey last week. Agrawal has already initiated organizational restructuring to support what he described as “ambitious goals” in a message to employees, which was subsequently shared on his Twitter account.

Focus on Audio and Video

Spaces, Twitter’s live audio feature, now occupies the central position on the app’s bottom navigation bar. This placement signals Twitter’s commitment to promoting this competitor to Clubhouse.

However, not all of Twitter’s attempts to emulate other platforms have been successful. Fleets, its version of Snapchat/Instagram Stories, was discontinued after only eight months.

Therefore, while Twitter is testing a short-form video feed, its ultimate adoption as the primary method for content discovery remains uncertain. Nevertheless, TikTok’s popularity demonstrates the inherent appeal of short-form video content.

Updated December 8, 2021, 3:45 PM EST with a statement from Twitter.