On Monday, X debuted a new video tab to increase user engagement. This functionality comes at a critical time, given that TikTok just resumed operations in the United States following a brief ban.
The introduction of this video tab signals X’s intent to capture a larger share of the video content market, competing directly with platforms like TikTok and Instagram.
A new era for video content
The dedicated video tab allows users to access a personalised feed of videos in reel format, making it easier to discover and enjoy content in various categories, such as entertainment, news, and sports.
“The Video Tab has arrived. LFG,” announced X‘s CEO Linda Yaccarino on the platform, emphasising the excitement surrounding this new feature. Users can easily access this tab between Musk’s xAI’s Grok chatbot and the notification panel.
The user interface of this new feature sets itself apart from competitors by placing interaction options like likes and comments below the video rather than on the side.
This design choice aligns with X’s unique aesthetic and aims to create a more immersive viewing experience. The rollout is currently limited to U.S. users, with plans for expansion to other regions later in the year.
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Context of the launch
This launch comes amid ongoing turbulence for TikTok, which faced a nationwide ban that was lifted just before X’s announcement. The timing suggests that X is positioning itself to capitalise on TikTok’s uncertain status in the U.S. market.
As Yaccarino noted, this feature is part of an effort to transform audiences’ engagement with video content on the platform.
“We’re transforming the way audiences discover and experience video content on the platform,” she stated.
X has been experimenting with video features for some time; however, this dedicated tab represents a significant shift towards prioritising video content more prominently within its app.
X previously offered an immersive media viewer that expanded videos to full screen with one click. X hopes to maintain and attract new users who prefer short-form content by improving its video skills.