Seems like everyone is itching from TikTok, with Twitter now joining the group of worried contenders pivoting towards vertical video content.

The platform is planning to launch an endlessly scrollable video interface soon. This ‘immersive media viewer’ will be reportedly available for iOS users in its beta stages. 

The company’s blog post stated that ‘Twitter’s updated immersive media viewer expands videos to full screen with a single click, allowing you to easily access the full, immersive viewing experience. To activate it, simply tap/click on a video in the Twitter app.’

But there’s more to this story. Twitter will be also replacing its ‘Explore’ tab with a new ‘For You’ feed that offers users trending videos its algorithms assume are relevant to mined interests.

Learn more here.