Twitter’s Getting X-ed

Twitter’s rebranding to help video creators?

With Instagram throwing down with the launch of Threads we’re now seeing Twitter’s response. It's a big one.

Twitter announced it will take on Prince characteristics and now be known as X. The goal is to gain more hype, virility, and help creators monetize. Although Twitter's traffic has been declining, the rebrand comes with a focus to help creators gain more traction and make more money.

Since May, X has been rolling out new features including short-form video and being able to upload 2-hour videos. Why the shift? The goal for X is to build a full-service community with all-inclusive options for creators like audio, video, messaging, payments, banking – allowing it to be a global marketplace for ideas, goods, services, and opportunities.

What does this mean for you? Time will tell if rebranding is the right move, or a last ditch attempt to win users back. Regardless, it might be time to tap into X and experiment with your top content to see how it measures up to other platforms.

Why? Most viewers only regularly use one or two platforms, so by testing short-form content on X, you’ll actually be hitting a vastly different audience than TikTok. (Most TikTok users don’t have Twitter, and almost half don’t have an Instagram). Take this as an opportunity to see if casting a net to a different audience brings you different results.

🎥 What's Trending

With over 5 million views and 250,000 saves, let’s break down why this creator’s simple Green Screen video.

This creator started the video with a compelling sentence, “How has it been 14 months on TikTok and this is the first time I’m hearing about this?” She created a curiosity gap and grabbed attention with this statement and leveraged some quick zoom-ins to help keep the shot moving.

As she proceeds to walk us through the features of her new favorite website, she also teases that the very last thing is the one that they really need to see, keeping viewers hanging on to watch it.

Interestingly, this video is also almost 2-minutes long, marking one of the first times we’ve seen a longer piece of content have massive viral appeal.

Your takeaway: What tools do you use on a daily basis that you could green screen and share how they work for your audience? How can you set up the video to show the highest stakes possible about the payoff of using it or the cost of not using it? How can you tease the ending so that viewers want to keep watching?