Elon Musk’s Twitter has decided to apply the video views metric to any and all tweets. 

According to many user accounts and Musk himself, the view count is appearing right next to Retweets, Likes, Quote Tweets – making it clear to anyone on Twitter how many times a tweet has been viewed. 

This comes as an attempt from Musk at improving transparency and incentivizing lurkers to participate in creating content on Twitter, as opposed to merely perusing tweets. 

However, this could be a double-edged sword. While the view count would certainly be of interest to brands to see the reach of competitors’ and partners’ tweets, low upfront figures could end up discouraging the average user and steering them away from creating more content.

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