Today, Twitter announced that it will now display the view count of videos posted on its platform. The view count will appear on both organic videos and video ads but not pre-roll ads, according to a Twitter spokesperson.
Despite the company rolling out the announcement in a Twitter post accompanied with a cat video, not all Twitter users were excited with the update. One Twitter member with the username @StreetTEamAC commented: “Until y’all start paying like youtube I really don’t care. I could already see my video views in my tweet activity. I didn’t need for everyone else to see them.”
In addition to some of the less enthusiastic replies on the comment thread, many mobile users complained about not being able to see the view count from their phone, which may mean Twitter has a few bugs to work out before everyone can take advantage of the count. But despite the few hiccups, the addition of a public view count has a good probability of driving publishers to the platform (as long as people are actually watching videos). Take Facebook for example. When the company made view counts public in 2014, many brands and publishers saw videos receiving millions of views and as a result increased the number of videos and ads they ran on the social network, eventually leading to the ad-filled market place Facebook is today.
Twitter first began to experiment with a public view count back in January, when it was first spotted by BuzzFeed’s Dorsey Shaw. A Twitter spokesperson in Australia then confirmed the test to Mashable.
“As video consumption continues to increase on Twitter, we are constantly experimenting with ways to provide a rich video experience,” the spokesperson said in an email. “View counts provide helpful context on the popularity of a video, and we are exploring this feature to help surface the best content.”
Unlike Facebook and Instagram who count a view three seconds after a video has played, Twitter counts a view once the video has played for at least two seconds while at least 50 percent is in view.