Twitter is the most recent platform to test a TikTok clone feature
Twitter announced today that it is testing a feature that will transform its in-app explore page into a TikTok-style video feed, complete with a “For You” tab. This feature is currently being tested on both Android and iOS for users in select countries who use Twitter in English.
“We’re testing out a revamped, more personalized Explore page to make it easier for you to unwind, discover new interests, and keep up with what’s going on,” a Twitter spokesperson told TechCrunch. According to the company, it is a visually appealing way of surfacing content that already exists on Twitter. This is an ongoing effort by Twitter to improve personalized recommendations and discovery across the platform.
Twitter is the latest social app to see if it can capitalize on TikTok’s rapid growth — the short form video app passed one billion monthly active users this year, making it one of the fastest companies to do so. TikTok clones such as Instagram Reels, Snapchat Spotlight, and YouTube Shorts have grown in popularity by incentivizing creators to use their platforms. Apps such as Netflix, Spotify, and Reddit are also experimenting with the format.
If it’s looking different, then you’re in our latest test: a new Explore experience to help you discover the best content that’s trending. Available in certain countries for some of you who use Twitter in English on Android and iOS. pic.twitter.com/PGQwMT8r8B
— Twitter Support (@TwitterSupport) December 8, 2021
This year, Twitter has been constantly releasing new products and features, such as Spaces, Twitter Blue, and Tip Jar. This momentum is expected to continue, with Parag Agrawal taking over as CEO following the resignation of co-founder Jack Dorsey last week. Agrawal has already begun restructuring the company to support what he referred to as “ambitious goals” in an email to employees, which he tweeted upon his appointment.
Twitter’s live audio product, Spaces, is now the app’s default center icon on the bottom navigation bar. This shows that Twitter is serious about promoting this Clubhouse competitor. However, Twitter’s copycat features have not always been a success. Fleets, its Snapchat/Instagram stories rival, was shut down after eight months. So, just because Twitter is testing a short-form video feed doesn’t mean it will become the company’s primary vehicle for content discovery. However, as TikTok’s success demonstrates, people find short videos to be quite engaging.
