X is seeking to reinforce its new “video-first platform” approach, with a brand new media tab incoming, that may make it simpler to find the newest video content material within the app.

As you may see on this instance, shared by X News Daily, X is engaged on a brand new video tab that’ll be positioned within the center icon within the decrease operate bar of the app.

Which is at present taken up by Grok, its sassy AI chatbot. I don’t know whether or not that means that Grok isn’t catching on with customers, however both means, it will be secure to imagine {that a} video tab will see extra utilization, particularly if X can get its advice algorithm proper.

Earlier insights from Twitter confirmed that tweets with video generate 10x more engagement than non video posts, whereas X additionally lately shared that 80% of person periods now embrace video consumption, with over 100 million individuals consuming full-screen vertical video within the app day-after-day.

That may recommend {that a} greater deal with video is the logical method to spice up person engagement, and it’ll be fascinating to see precisely how X may look to make use of the brand new tab to maintain customers glued to the app.

Presumably, X will look to prioritize its new slate of unique content material, with the intention to get extra individuals watching, which might additionally act as a sign to different video creators as to how they’ll generate attain within the app.

And undoubtedly, discovery is an issue that must be addressed.

For instance, X additionally lately reported it’s at present internet hosting round 80k Areas chats within the app day-after-day.

That’s a number of reside chats, but really discovering them, in actual time, is difficult, as a result of there’s no central linkage to Areas or video reside streams. However then once more, earlier Twitter administration did add a Areas tab at one stage, and never sufficient customers cared. It additionally tried the identical with Moments, with related outcomes.

Perhaps, then a devoted tab isn’t the answer discovery in spite of everything, however I do assume it may very well be completely different with video, and I might additionally count on real-time video reside streams to be one other factor of this show.

And primarily based on the above insights, it might go a good distance in the direction of maximizing in app engagement.

Particulars are restricted as but, however this looks like a wiser strategy to drive extra engagement, whereas additionally pushing its video-first method.  

And if individuals are participating with video on the charges that X says, and it’s seeking to promote extra video adverts, it must make a change in the way it highlights the perfect video content material within the app.