Twitter has immediately launched a new test of a reformatted Discover tab, which shows tweets in a full-screen, vertical scrolling format.
Seems to be acquainted proper? Right down to the ‘For you’ and ‘Trending’ tabs.
The show is just about precisely TikTok, with a Twitter navigation bar on the backside, as soon as once more underlining the huge affect that TikTok has had on social app improvement, as each platform scrambles to maintain up with the newest pattern.
You might argue that the Tales format had an identical impact, with nearly each platform attempting their hand at full-screen, tap-to-advance posts too. However the TikTok impact appears much more pronounced, and with a billion users and counting, it does make some sense that different apps ought to look to align with ordinary tendencies in an effort to supply a extra compelling person expertise.
It simply feels a bit low-cost, I assume, a bit generic, like they’re all doing the very same factor.
In any occasion, emotional response to such doesn’t actually matter – what issues is whether or not it will get folks utilizing Twitter extra, and discovering new content material by means of this format.
Which I do have doubts about. The primary attract of TikTok on this respect is that it’s so compelling, as a result of its algorithm is excellent at exhibiting you an increasing number of of what you want, which retains you glued to the feed. Instagram’s Reels feed will not be pretty much as good on the similar, and happening the subjects and content material Twitter recommends in my Discover feed proper now, I don’t have faith that will probably be capable of grasp this factor both.
The algorithm is absolutely TikTok’s secret sauce, and it looks like each platform is now attempting to crack it. Instagram does appear to be getting nearer, however I’ve but to expertise something as regularly compelling as TikTok’s ‘For You’ feed for aimless, addictive leisure.
So whereas Twitter might be able to replicate the UI, that’s actually a lesser factor – although will probably be fascinating to see whether or not Twitter sees extra Discover engagement consequently, which can then see it roll out the brand new show extra broadly.