Twitter is testing TikTok-style reaction videos


It’s only been a few months since Twitter killed Fleets, but the company is already experimenting with a new video format. The company is testing a new ‘Tweet Take’ feature that will allow users to share reaction videos alongside a Quote Tweet.

The test allows Twitter users to choose to send a “Quote Tweet with response” instead of the typical retweet or Quote Tweet. These “Tweet Takes,” as the company calls them, can be a photo or a video, and the original tweet is embedded as a card.

The concept is similar to a feature in Twitter’s short-lived Fleets feature, which allowed users to share tweets with their own comments in full screen. Fleets, of course, never really gained traction, and the company pulled the feature less than a month after launch.

Unlike Fleets, these response videos appear in the main timeline just like any other tweet, although the videos look noticeably different from the typical retweet. (While users can record a full-screen response, it’s not clear what format they’ll appear in in the timeline. We’ve reached out to Twitter for more information.)

But these “takes” may be even more like TikTok-style reaction videos, often featuring a comment or clip from another user as the source. While Twitter hasn’t necessarily encouraged this kind of interaction in the past, the company has taken steps to build more creator-friendly features, so it’s not necessarily surprising to see this kind of experimentation.

Of course, just as Twitter users expressed concern about whether Fleets could be used to target people for harassment, custom response videos also feel like the kind of feature that could be ripe for abuse. Quote Tweets are already a major source of immersion and bullying – which Twitter has tried to discourage at times – so it’s not hard to imagine that these “Tweet Takes” could become problematic as well. It’s also not clear how big the first experiment will be – Twitter often previews new ideas and features early on, but not all make it past the testing phase.

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