Key points:
- X has introduced a new video recording and editing tool for iOS users.
- The editor includes multilingual captions and a green-screen feature.
- The company aims to encourage creators to publish original content on X.
- More improvements to the video editor are expected in the coming weeks.
- X continues to battle bots, recycled videos, and competition from TikTok, YouTube, and Meta.
- Video posts now account for nearly half of all impressions on X.
BERLIN – X has introduced a new video recording and editing tool for its iOS application as the social media platform seeks to encourage creators to publish original content instead of reposting videos from other platforms.
According to TechCrunch, the new editor is currently available only on iOS. The Android version has not yet received the feature because the application is still being rebuilt.
The latest update adds several editing tools designed to simplify video production directly within X.
What are the tools of the Editor?
The editor allows creators to add captions in multiple languages while also giving them the ability to customise the appearance of those captions.
Another notable addition is a green-screen feature that enables users to place photos stored on their phones or existing X posts behind their videos, offering greater flexibility for content creation.
X’s Head of Product, Nikita Bier, said supporting original creators and providing better production tools remain among the company’s top priorities. He added that additional improvements to the editor will be introduced over the coming weeks.
What does X want from this editor?
X Wants More Original Content
The new editor forms part of X’s broader strategy to increase the amount of original content published on the platform.
Bier has previously said that many of the platform’s largest accounts frequently repost recycled or stolen videos that originally gained popularity on other social media platforms several years ago.
While improved editing tools may encourage some creators to produce exclusive content for X, reposting existing videos continues to be an easier method for many accounts to attract views and generate revenue.
The growing competition in the market
X continues to face intense competition from TikTok, YouTube and Meta, all of which offer established creator programmes and more consistent monetisation opportunities.
Industry observers believe creators are unlikely to publish content exclusively on X unless the platform can provide dependable earnings alongside a large and active audience.
The company also trails some competitors in copyright protection. Meta allows eligible Reels creators to identify copied videos and either block them or add attribution links, while YouTube provides systems for detecting and requesting the removal of unauthorised uploads.
How bots cause a nuisance?
Automated accounts remain another obstacle to X’s efforts to build a stronger creator ecosystem.
Bier said in April that the platform was detecting and suspending around 208 bots every minute. He also revealed that nearly half of X’s product team had been focused on reducing spam across the platform.
The challenge is not unique to X. Reddit has introduced AI-powered tools to tackle increasing spam generated by large language models, while Digg recently shut down its application after saying it lacked the resources needed to combat widespread spam.
The role of videos on X
According to Bier, video posts now account for nearly half of all impressions on X, highlighting the format’s growing importance.
The company has recently introduced several creator-focused video features, including React with Video, which enables users to create green-screen or split-screen responses to existing posts.
Analysts say X will likely need to combine improved creation tools with stronger copyright protection, consistent monetisation and continued action against bots if it hopes to attract more creators producing exclusive content for the platform.
