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 possibly can 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 presently 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 method, it could be protected 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 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 each day.

That might counsel {that a} larger concentrate on video is the logical strategy to spice up consumer engagement, and it’ll be fascinating 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, in an effort 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 positively, discovery is an issue that must be addressed.

For instance, X additionally just lately reported it’s presently internet hosting round 80k Areas chats within the app each day.

That’s a number 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.

Possibly, then a devoted tab will not be the answer discovery in spite of everything, however I do assume it could possibly be totally different with video, and I’d additionally count on real-time video dwell streams to be one other ingredient of this show.

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

Particulars are restricted as but, however this looks like a better 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 adverts, it must make a change in the way it highlights one of the best video content material within the app.