Platform X (formerly Twitter) launched a video editing tool integrated into its iOS app, seeking to encourage users to publish more original audiovisual material. The initiative aims to reduce the republication of popular videos from other sources and encourage the production of exclusive content within the social network itself.
Nikita Bier, head of product at X, highlighted that the new recording and editing functionality offers features such as the insertion of personalized subtitles in different languages, as well as a green screen option. These tools seek to give creators more autonomy to develop differentiated materials.
In a statement on the platform itself, Bier emphasized X’s priority in equipping creators with resources to produce original content and, consequently, rewarding them for it. The company plans to release more updates for the video editor in the coming weeks, and although the current redesign is focused on iOS, it is likely that the Android version will also receive the new feature.
Learn more: Experts project announcement of the iPhone 18 Pro line for August 2026
This addition of a video editor is part of a series of updates that demonstrate X’s effort to compete with platforms like TikTok and other video-dominated apps. The previous month, the social network introduced a video reaction feature and allocated a $1 million investment towards payments to live video streamers, reinforcing its focus on the format.
On the same topic: Netflix rules out purchase of Warner and focuses billions on share buybacks and original productions
Since April, Nikita Bier had already signaled that X was reducing the visibility of content republished or originating on other platforms. He advised users to record never-before-seen videos with their own narration, expressing the company’s desire for “new content on the app.”
Although X’s main objective is to strengthen its position against video competitors, the strategy also has a significant impact on other fronts. The increase in original video content on the platform will be key to improving the company’s artificial intelligence services, such as Grok, which uses public information from X for its training and ongoing development.