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

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

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

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

That will counsel {that a} larger give attention to video is the logical strategy to spice up consumer engagement, and it’ll be attention-grabbing to see precisely how X would possibly 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, to be able to get extra individuals watching, which might additionally act as a sign to different video creators as to how they will generate attain within the app.

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

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

That’s lots of dwell chats, but really discovering them, in actual time, is difficult, as a result of there’s no central linkage to Areas or video dwell 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 comparable outcomes.

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

And primarily based on the above insights, it may 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 strategy.  

And if persons are partaking with video on the charges that X says, and it’s seeking to promote extra video advertisements, it must make a change in the way it highlights the very best video content material within the app.