In what’s becoming the key social platform trend of the early 2020s, Twitter seems to be the latest platform to go ‘Full TikTok’. As you can see in this example, shared by none other than the legendary Matt Navarra, Twitter is currently testing out a new format for its Explore Page that looks eerily like TikTok, complete with a ‘For You’ page that highlights top content personalized to your interests.

Twitter-Tok Too?

The updated layout primarily has two elements – the main ‘Trending’ page, where users are able to select ‘Top Trends’ or ‘Personalized’, being the most popular content on the app at the time. Switching across to the ‘For You’ feed, however, whisks you to a full screen, vertical, scrolling, TikTok-like display for your Tweets, which seems primarily focused on video Tweets, though there are some text Tweets included somewhere in there too. Image or text, they’re all presented in this more visually immersive layout.

This might just end up being a smart move for Twitter. As it leans more into evolving consumption habits, it also enables itself to glean more specific insight into each user’s interests and usage habits.

The key to TikTok’s success lies in its algorithm, which TikTok is able to refine so specifically thanks to its full-screen display format, ensuring that each clip gets direct response feedback from each post; every action taken by a user on a clip would be indicative of their relative interest in that specific video. Twitter won’t be able to get the same data due to the sheer number of Tweets on screen at any given time – separating them into single Tweet showcases, could help Twitter better understand each user’s interest, improving recommendations.

It’s noted that Meta is also moving in this direction through its content recommendations systems. However, said function isn’t available to all users just yet. When asked about the new Test, Twitter only gave this statement:

“We’re continuing to test a revamped, more personalized Explore page to make it easier for you to unwind, find new interests, and see what’s happening.”

Twitter says that these tests began as early as December of last year and are now being expanded to more users, in a slightly updated layout. Twitter says that it’s all still a limited experiment, but one that it hopes would at least give it more insights into user interests.

The Wrap

It’s an interesting experiment, at best. Since more users have reported seeing the option, it suggests that Twitter has seen some success with its initial tests, leading to the next phase of expansion.

The question right now is will it fly with new incoming CEO Elon Musk? Let’s all tune in and find out.

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Sources 

https://bit.ly/3P8EW8k