By Twitter allows users to send instantaneous messages (or tweets) directly to their followers. Some tweets – such as that reporting the plane crash in 2008 in Hudson River – have even saved lives!
Twitter has joined YouTube and Facebook in publicly disclosing video view counts for both organic and ad videos hosted on its platform. This counts for organic views as well as paid ads.
Video pane
Twitter continues to tweak how it delivers video, with some users now seeing view counts as they watch videos – an experiment designed to encourage longer and more frequent viewing sessions on its platform and make advertising more attractive proposition.
As one might expect, this move has caused outrage among many Twitter users already dissatisfied that their tweets don’t receive as much interaction. Furthermore, showing a count among other public actions such as retweets and likes may make some feel they are being indirectly mocked by their peers.
View counts aren’t new metrics; typically they’re used on platforms like YouTube and TikTok for videos. Twitter likely included it in part of an effort to increase video viewing as part of a larger push into streaming deals with both NFL games and 2016 Melbourne Cup horse race events.
Twitter for iOS now shows view counts, with web-based users likely getting this feature soon. They’re being introduced for tweets with videos posted to communities or that users follow specific accounts; plus more tech and science news? Subscribe to our weekly Light Speed newsletter.
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Large photos
Twitter recently showed its users some extra appreciation for photo and video sharing by making two small adjustments to its service. Now you can view larger photos shared directly through Twitter without leaving the page, while video from YouTube, Vimeo and Vine – recently acquired by Twitter – is being displayed in galleries that previously only displayed pictures.
Both features follow Twitter’s recent addition of an ability to track how many viewers viewed a video posted to your timeline. While this change might seem minor, it highlights Twitter’s aim of turning itself into a multimedia showcase.
While adding public view counts is certainly welcome, it should be remembered that social media platforms have a history of inflating metrics – just last month Facebook admitted it had artificially inflated views for some video ads on its platform.
One thing to keep in mind when looking at video is the average user viewing duration. Many Twitter users visit just to read friends’ tweets rather than watch entire videos they don’t have time for. For more out-of-this world tech, space, and science news sign up for Mashable’s weekly Light Speed newsletter!
Video in photo galleries
Twitter has long prioritized video, and now seems to be testing a different method of delivering those clips directly to you in your feed. BuzzFeed’s Dorsey Shaw noted that some people have begun seeing an approximate view count next to each video in their timelines.
This test is very interesting as it seems to run contrary to social networks’ current trend of hiding user engagement metrics. Instagram recently allowed users to hide how many likes their posts received and YouTube, an icon for public view counts, started hiding these metrics starting 2021.
Now, starting with tweets posted from iOS and Android devices, the views count is being implemented for tweets posted with these devices. It will appear next to likes, retweets, quotes that already accompany each post – but will only be visible to people logged into Twitter who follow its poster or who are following both parties involved simultaneously.
Twitter already provides information on view counts in its private account analytics, so this new metric may not be completely new; however, it remains to be seen if view counts provide more specific numbers than impressions, which generally show all times an item has been seen regardless of whether or not it was played.
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View counts
Since Elon Musk’s takeover of Twitter, its focus has remained heavily on metrics. Last December he directed them to add public view counts for tweets; now it appears they have removed video views on both iOS and Android platforms (via Mashable).
Removing video view counts may seem like a simple solution, but this decision has serious repercussions. First of all, Twitter appears less transparent in terms of video engagement compared to other social media platforms such as YouTube or TikTok that provide their users with this important metric for users and advertisers alike.
Twitter users were understandably shocked to learn the social network had removed this feature, which could potentially harm some brands.
However, it should be noted that Twitter’s web platform and X (formerly TweetDeck) still provide access to view counts for videos posted to Twitter. Viewings made from browsing tweets on home, search or profile pages as well as via embedded links all count towards total video views; smartphone viewing counts as only one view to avoid artificially inflating its total count by refreshing watch page frequently.
