Twitter embraces TikTok-style ‘immersive’ video

Videos on Twitter will now look a lot more like TikTok. The enterprise that it switches to an “immersive” full-screen video player to watch clips. It also borrows the now-familiar “swipe up” gesture that allows users to endlessly scroll through more videos on the platform.

The update will make watching videos on Twitter feel a lot more like browsing TikTok or Instagram’s Reels, at least in terms of the user interface. The changes are limited to Twitter’s iOS app for now, but the company said a similar update could arrive for Android in the “coming weeks.”

While Twitter has long promoted video, particularly live video, in various parts of its app, the change is one of the company’s most aggressive moves to show video to its users. It could also prove controversial as some users might find the new full screen videos annoying. The company notes that users can return to the original tweet by using the back arrow in the upper-left corner of a clip.

Separately, Twitter is also testing a change to bring more people to video content on its platform. The company is experimenting with a new video recommendations section on Twitter’s Explore page. These suggestions will be “available to people in select countries using Twitter in English on iOS and Android.”

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