X (formerly Twitter) has introduced a new vertical video tab for U.S. users, signaling its intent to grow its short-form video offerings as TikTok faces regulatory challenges.
The feature creates a dedicated space for users to explore curated vertical videos in categories such as entertainment, sports, and breaking news.
Related: As TikTok Falters, Bluesky Steps In With Custom Video Feeds
X described the addition as “an immersive new home for videos,” designed to streamline how users discover and interact with video content. Previously, users could engage with vertical videos by clicking on individual clips within their timelines and scrolling for more. The new tab simplifies this by consolidating video discovery into one centralized section.
you better not be making a dedicated video tab when I get home
— X (@X) January 20, 2025
me: pic.twitter.com/ZbmLBmSbDp
Leveraging an Opportunity Amid TikTok’s Challenges
X’s video expansion coincides with TikTok’s ongoing legal and operational challenges in the U.S., which have created a significant gap in the short-form video market.
TikTok and its video editor CapCut, both owned by Chinese company ByteDance, remain unavailable for new downloads on major app stores following regulatory decisions linked to national security concerns.
Related: Meta Unveils Video Editing App to Capture Bytedance CapCut’s Market Gap Amid TikTok Struggles
This restriction has not only prevented new user acquisition but also limited app updates for existing users, leaving competitors to vie for its user base.
The U.S. Supreme Court upheld legislation requiring ByteDance to divest its U.S. operations, further complicating TikTok’s future.
Former President Donald Trump, now back in office, extended the compliance deadline, writing on Truth Social: “Without U.S. approval, there is no TikTok.” While TikTok CEO Shou Chew defended the platform’s role, stating that “over 7 million American enterprises rely on TikTok to engage with customers and grow their brands,” uncertainty surrounding its status has created opportunities for rivals like X.
Musk’s Vision for X and the Role of Video
Elon Musk has consistently highlighted video content as a priority for X since acquiring the platform in 2022. The introduction of a dedicated video tab aligns with his broader vision of turning X into a versatile social platform that combines real-time engagement with multimedia content. Musk has also hinted at reviving Vine, the defunct six-second video platform that Twitter shut down in 2017, as part of this strategy.
X’s video tab builds on its previous efforts to integrate video more prominently. Last year, the platform launched a standalone TV app to showcase content from creators and organizations, laying the groundwork for this more immersive video feature.
Musk’s focus on video reflects a belief in its potential to drive user engagement and attract advertisers, a critical element of X’s long-term business strategy.
Competition From Bluesky and Meta
X is not the only platform responding to TikTok’s struggles. Bluesky, the decentralized social media platform built on Jack Dorsey’s AT Protocol, has launched customizable video feeds that allow users to curate timelines based on hashtags. Bluesky described the feature as “yours to customize” and highlighted its integration with independent tools like Tik.Blue and Skylight.Social.
Meta has also entered the fray with its new video editing app, “Edits”. Announced by Instagram head Adam Mosseri on Threads, Edits targets professional creators with advanced features such as draft sharing and detailed Instagram Reels analytics. Unlike TikTok’s CapCut, Edits does not watermark exported videos, a feature likely to appeal to users seeking polished, professional-quality content.
While these platforms focus on different aspects of the short-form video market, X’s video tab leverages its established user base to compete effectively. The platform’s integration of video into its core app provides users with a seamless experience that complements its real-time social media features.
Broader Implications for the Social Media Ecosystem
X’s new video feature reflects a broader trend of diversification among social media platforms, particularly as they attempt to fill gaps left by TikTok’s regulatory challenges. The launch also underscores the growing importance of short-form video as a dominant format in digital content, appealing to both users and advertisers.
By positioning itself as a key player in this space, X aims to redefine its identity beyond text-based updates. The addition of the video tab not only enhances user engagement but also serves as a critical step in Musk’s broader vision of transforming X into a comprehensive multimedia platform.