X Launches Dedicated Video Tab in the US

After testing it for over a year, X has now launched its own a new, dedicated video card in the bottom function bar of the app, and US users can now quickly access the platform’s impressive full-screen video feed.

As you can see in this example, US users with the latest version of the app now have an alternative view of the bottom function bar, with a play button icon replacing the “Communities” tab, to make it easier for users to access the growing X range of video content.

And considering that There are video previews in the app increased by 40% compared to the previous yearand X calls itself “video first” platform.in keeping with its original content, it makes sense for the company to focus more on this element.

As noted, X tested a dedicated video card since January last yearalthough it is only added to the application’s backend code earlier this month.

As you can see in this example, the X’s native video card was in testing before the Grok button existed, and it’s interesting to consider whether adding an extra button to the bottom function bar will actually be a positive or negative move for the app.

Twitter’s previous management decided to keep the options limited, with the main focus on new users and simplifying its functionality. Indeed, the Twitter team was very concerned about adding an extra button to that bottom bar 2015, when Twitter launched “Moments”.

Twitter eventually removed the Moments tab and went back to just four options in this section. But Twitter was also very concerned that new users were having trouble understanding how to use the app, which was part of the reason it believed it was struggling to grow its user base.

Maybe that assumption didn’t turn out to be correct, or maybe X is less concerned about attracting new users. I mean, it’s definitely not growing, at least not at a significant rate. X was sitting on 250 million daily active users for more than two years now, so perhaps the convenience of its regular users is more important than simplifying the application for this purpose.

Regardless of the logic, the X tends to make video more of a focus, which will eventually see the wider adoption of this new, dedicated video card.

And as X continues to push on add more content to your video boardwhich could help drive more time spent and more video ad opportunities.