Why Twitter Has Struggled to Compete with Facebook and YouTube in the Video Space

In the rapidly evolving world of social media, video has become the dominant content format. Platforms like Facebook and YouTube have harnessed video to drive user engagement, advertising revenue, and brand influence. Twitter — rebranded as X in 2023 — has tried multiple times to strengthen its video offerings. Despite these efforts, it has never reached the same level of success as Facebook or YouTube.

But why has Twitter struggled to dominate the video space? The answer lies in platform design, business strategy, user habits, and market positioning.

1. Twitter’s Core Identity Has Always Been Text-First

When Twitter launched in 2006, it built its reputation on short, text-based messages known as tweets.
Even though images, GIFs, and videos were later introduced, the platform’s DNA remained fast, text-driven communication.

YouTube was designed from the start as a video-first platform.
Facebook evolved into a multimedia hub that integrated video seamlessly.
Twitter’s initial design made video feel like an add-on, not the main attraction.

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2. Limited Video Length Restrictions

For years, Twitter placed strict limits on video length:

Initially, videos could only be 30 seconds long.
Later, this was expanded to 2 minutes and 20 seconds, and eventually up to 10 minutes for some verified or paying users.

Compared to:

Facebook: Supports long-form videos, live streams, and stories.
YouTube: No strict limit for most users and encourages long-form content.

This made Twitter less appealing for content creators who wanted to produce series, tutorials, music videos, or full-length entertainment.

3. Weak Creator Monetization Programs

One of the biggest reasons YouTube dominates the video market is its robust monetization system:

YouTube Partner Program (YPP) pays creators through ads.
Facebook offers in-stream ads and branded content tools.

Twitter, however, has been slow to provide competitive earnings for creators:

Revenue-sharing models were introduced only recently.
Payout structures are less transparent and less rewarding.

For creators, money follows attention — and without strong monetization, top talent naturally gravitates to YouTube or Facebook.

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4. Poor Video Discovery Features

YouTube’s algorithm is legendary for keeping users watching video after video. Facebook’s feed algorithm pushes engaging videos to the top, even if you’re not following the creator.
Twitter, on the other hand:

Lacks a dedicated video section with powerful recommendations.
Relies heavily on your existing network for content discovery.
Offers minimal search and filtering options for videos.

This means videos on Twitter have a shorter lifespan — they trend for a few hours and then disappear in the endless timeline.

5. No Strong Community for Video Creators

YouTube has a global creator community and educational tools for video production. Facebook has Groups and Pages that encourage long-term engagement around video topics.
Twitter has never built a dedicated video creator ecosystem.
Most creators still see Twitter as a promotion tool for driving traffic to their YouTube or TikTok channels, rather than a primary home for video.

6. The Rise of TikTok and Instagram Reels

Twitter’s late entry into the video market was further complicated by TikTok’s explosive growth and Instagram Reels’ dominance in short-form video.
By the time Twitter tried to emphasize video, audiences had already formed habits on:

TikTok for creative short-form content.
YouTube for long-form and educational videos.
Facebook/Instagram for a mix of social and entertainment clips.

Twitter became an afterthought for video consumption.

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7. Live Streaming Missteps

Twitter made a bold move by acquiring Periscope in 2015, aiming to dominate live streaming.
At first, Periscope was popular — but Twitter:

Failed to integrate it properly into the platform.
Shut down Periscope in 2021 without offering a strong replacement.
Meanwhile:
YouTube Live grew steadily with gamer streams, events, and concerts.
Facebook Live became a tool for influencers and brands.

Twitter’s inconsistent approach to live video hurt its long-term potential.

8. Video Quality and Upload Experience

Twitter has often been criticized for:

Lower video resolution compared to YouTube.
Compression issues that degrade quality.
Limited editing tools.

Creators want their work to look good. Without high-quality streaming and editing features, Twitter feels less professional for video production.

9. Advertising Focus Was Text and Trending Topics

Twitter’s revenue model has historically revolved around promoted tweets and trending hashtags.
In contrast:

YouTube Ads are directly tied to video watch time.
Facebook Ads target video viewers with precision.

Since Twitter’s ad platform wasn’t deeply video-centric, brands never saw it as the go-to platform for video marketing.

10. Cultural Perception of Twitter

Twitter is widely seen as:

A place for breaking news.
A space for political debate.
A hub for quick viral memes.
But not the place you go to binge-watch content.
Changing user perception in social media is extremely difficult. Once a platform is associated with one core function, it’s challenging to pivot without alienating the existing base.

11. Elon Musk’s X Vision: Will Video Finally Matter?

Since Elon Musk’s acquisition, the platform has:

Allowed longer videos for premium users.
Started paying creators based on ad revenue.
Introduced more emphasis on streaming and video posts.

However, competing with Facebook and YouTube requires:

A dedicated video discovery system.
High-quality streaming.
Strong creator support.
Global brand marketing as a video-first platform.

Without these, Twitter’s video growth will remain slow.

12. What Twitter Needs to Compete

For Twitter (X) to truly rival YouTube and Facebook in the video space, it must:

Build a powerful recommendation algorithm for video.
Increase maximum video length for all users.
Offer competitive monetization with clear payout rules.
Improve video quality and reduce compression.
Create a separate video tab for better discovery.
Launch tools for creators — analytics, editing, and promotion.
Market itself as a video platform, not just a text-based network.

Conclusion: The Road Ahead for Twitter Video

Twitter’s struggle with video content isn’t because video is unpopular — in fact, short clips and viral memes thrive on the platform. The problem is that Twitter never positioned itself as a serious video destination, while Facebook and YouTube built their entire infrastructures around video engagement and monetization.

If Twitter wants to compete, it must redefine its identity, invest heavily in creator support, and build features that keep viewers watching longer. Until then, it will remain a place where videos go viral — but not where they are born.

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