Twitter is testing TikTok-style video reactions


It’s only been a few months since Twitter but the company is already experimenting with a new video format. The company is testing a new “Tweet Take” feature that allows users to share video reactions with tweet quotes.

In addition to the test, Twitter users may choose to send a “Read Tweet with a Reaction” instead of a typical retweet or tweet quote. These “Tweet Taxes” as the company calls them can be either a photo or a video, and the original tweet will be embedded as a card at the top.

The concept is similar to the feature in Twitter’s short-lived Fleets feature, which allowed users to share tweets with their own comments in full-screen format. Fleets, of course, never became popular and the company withdrew this function less than a month after its launch.

Unlike Fleets, these reaction videos will appear on the main timeline just like any other tweet, although the videos will look significantly different from a typical retweet. (Although users can record the reaction in full screen, it’s not clear in what format they appear on the timeline. We contacted Twitter for more information.)

But these “reviews” may be even more similar to TikTok-style reaction videos, which often contain a comment or clip from another user as a source. While Twitter hasn’t necessarily encouraged these types of interactions in the past, the company has taken steps to build features tailored to the creators, so it’s not necessarily surprising to see this type of experiment.

Of course, as well as Twitter users caused concern on whether Fleets can be used to target people for harassment, customized reaction videos also feel like a type of feature that could be ripe for abuse. Quote Tweets are already the main source of dunking and harassment – which Twitter has sometimes tried – so it’s not hard to imagine that these “Tweet Takes” could also become problematic. It is also not clear what the initial experiment will be – Twitter often reviews new ideas and features in the early stages, but not everyone goes through the testing phase.

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