X is revamping its app to prioritize video content with a new dedicated video tab in the bottom function bar. The move is in line with its “video first platform” approach, which aims to capitalize on the growing popularity of video and increase user engagement.
Currently, the AI chatbot Grok occupies the center icon in the bar. It’s unclear whether Grok’s lackluster performance has led to this change, but a video tab likely promises higher usage, especially if X’s recommendation algorithm shines.
X tests a dedicated Video Tab on mobile
The data underscores the importance of video: tweets with video see 10x more engagement, 80% of X user sessions include video consumption, and full-screen vertical video has over 100 million daily viewers. It makes sense to prioritize video to keep users engaged.
— X News Daily (@xDaily) January 26, 2024
Original content will likely be at the center of the new tab, attracting viewers and driving content creators to provide in-app access. Discovery remains a challenge. With 80,000 daily Spaces chats, it’s hard to find them live due to the lack of a central hub. However, previous attempts at dedicated tabs for live features like Spaces and Moments have not been successful.
While a dedicated tab is not the ultimate solution for discovery, the nature of video may make it work differently. Real-time live video streams are also expected to be integrated. Based on these factors, this new tab has the potential to increase in-app engagement significantly.
Limited details are available, but this move seems strategic to boost engagement and encourage a video-first approach. If video engagement is as high as X claims and they aim to sell more video ads, highlighting the best video content becomes crucial.