Twitter have announced that they are introducing full-screen, video reply option, with the launch of a live test on iOS that will allow users to choose ‘Quote Tweet with reaction’ to create and customise a unique Tweet take. So you will have the ability to see those who react to your tweet, if they are brave enough to do so of course.
The option, which was initially spotted in testing last month, essentially takes the key elements from ‘Fleets, the failed Stories clone, and re-purposes them within the regular tweet experience. As a result it puts more focus is on visual, engaging responses, which better aligns with evolving user mannerisms, with TikTok now popularising the full-screen, visual feed approach that all platforms are looking to adapt for their own purposes. No Surprises that TikTok are the trend setters again after another stellar year in 2021. TikTok current is now on track to reach 1.5 billion users in 2022, more than 7x Twitter’s current audience. If you can’t beat them join them.
The new test quite rightly may feel a little out of place, and Twitter users did not give two hoots about Fleets, so why will they care about this? The reservations around the test are not unfounded, but having said this, it could also be a good way to encourage new forms of tweet interaction as well as keep more of that engagement on Twitter itself. Currently the vast majority of users re-sharing tweets on other platforms and reacting to them there instead, something no doubt Twitter are looking to curb in the future.
The platform’s working to add 50% more users over the next two years. While new CEO Parag Agrawal will have his own ideas about creating growth, and bringing in more users, he has stated that he’s committed to achieving the company’s previously stated targets under Jack Dorsey, which also includes a significant boost in revenue over the same period.
Twitter has only added 12 million users over the past year. The app will need to more than triple that growth rate to achieve its goals, which will likely see it push more new experiments like this in order to see what, if anything, sticks. Will they? Only time will tell.