X is seeking to reinforce its new “video-first platform” approach, with a brand new media tab incoming, that may make it simpler to find the newest video content material within the app.
As you possibly can see on this instance, shared by X News Daily, X is engaged on a brand new video tab that’ll be situated within the center icon within the decrease perform bar of the app.
Which is presently taken up by Grok, its sassy AI chatbot. I don’t know whether or not that means that Grok isn’t catching on with customers, however both method, it could be secure to imagine {that a} video tab will see extra utilization, particularly if X can get its suggestion algorithm proper.
Earlier insights from Twitter confirmed that tweets with video generate 10x more engagement than non video posts, whereas X additionally lately shared that 80% of user sessions now include video consumption, with over 100 million folks consuming full-screen vertical video within the app day by day.
That may counsel {that a} larger concentrate on video is the logical method to spice up consumer engagement, and it’ll be attention-grabbing to see precisely how X may look to make use of the brand new tab to maintain customers glued to the app.
Presumably, X will look to prioritize its new slate of original content, with a purpose to get extra folks watching, which might additionally act as a sign to different video creators as to how they will generate attain within the app.
And positively, discovery is an issue that must be addressed.
For instance, X additionally lately reported it’s presently internet hosting round 80k Areas chats within the app day by day.
That’s quite a lot of stay chats, but really discovering them, in actual time, is difficult, as a result of there’s no central linkage to Areas or video stay streams. However then once more, earlier Twitter administration did add a Spaces tab at one stage, and never sufficient customers cared. It additionally tried the identical with Moments, with related outcomes.
Possibly, then a devoted tab just isn’t the answer discovery in any case, however I do assume it may very well be totally different with video, and I’d additionally count on real-time video stay streams to be one other aspect of this show.
And based mostly on the above insights, it might go a great distance in the direction of maximizing in app engagement.
Particulars are restricted as but, however this looks as if a wiser approach to drive extra engagement, whereas additionally pushing its video-first method.
And if persons are participating with video on the charges that X says, and it’s seeking to promote extra video adverts, it must make a change in the way it highlights the very best video content material within the app.
