The new X video feature could very well shake up the platform and compete with TikTok by focusing on video reactions and creator engagement.
In the ever-evolving world of social media, every platform is striving to capture the attention of a fickle audience. Just a few months ago, no one would have imagined that X, formerly Twitter, would make a bold move into the world of video content. And yet, with its new X video feature, the app aims to change the rules of the game and compete with giants like TikTok. A feature that seems simple on the surface but hides much deeper ambitions.
The new X video option: a seemingly innocuous revolution
The new X video feature allows users to react to a post with a video. Imagine posting a powerful tweet and seeing dozens of responses—not in text, but in videos displaying your tweet as the background. That’s exactly what X is offering with this feature.
This “React with video” system is strongly reminiscent of what TikTok offers with its duets or green screen effect. But here, the new X video feature is designed to be native, seamless, and fully integrated into the platform’s ecosystem. It’s not just about adding video, but about inviting users
X began testing the feature in a small group in early March 2025. It is now being rolled out to a much larger user base, a sign of the platform's confidence in this innovation.
X’s “video-first” positioning: a strategy that goes against the grain
This isn't the first time X has mentioned its ambition to become a "video-first" platform. In early 2025, the app had already introduced a dedicated video tab. But despite this, the reception was lukewarm. Why? Simply because X's DNA remains textual in the collective mind. Users come for news and real-time debates, not to watch videos.
But with the new X video feature, Elon Musk and his team seem determined to change that perception. By making video content creation as natural as writing a tweet, X hopes to spark a significant shift in user behavior. The real question is: will users follow?
The numbers, in any case, give a positive indication. X claims that video views have jumped 40% year-on-year. And with the upcoming arrival of a text-based video creation system powered by Grok's AI, everything suggests the platform wants to go far beyond simple reactions.
A strategic alternative to TikTok: focusing on conversation
What sets X apart from TikTok is its conversational structure. TikTok is a stream of content meant to be consumed passively, while X remains a space for dialogue. By integrating the new X video feature, the app isn’t trying to copy TikTok, but to offer an alternative: a platform where video fuels conversation, reaction, and debate.
The concept is simple but powerful: respond to a tweet not with words, but with a facial expression, an intonation, a staging. In this, the new X video option restores context, humanity and interpretation to messages that are sometimes misunderstood in writing.
This could even become a strong lever for the content creators, who will have the opportunity to engage their audience more deeply, while taking advantage of the algorithm and the virality inherent to the platform.
Inspired but adapted operation: segmentation and intelligent overlay
Another innovation linked to the new X video feature is the entity segmentation technology, which allows users to overlay their face on a post or an image. Once again, the inspiration is clear: TikTok and its “green screen” effect.
But X goes further. The goal is not simply to offer a fun visual effect, but to integrate it seamlessly into the response and publication process. This shows a desire to harmonize the tool with theuser experience specific to X.
This feature is particularly aimed at content creators, journalists, influencers... in short, those who want to react live, comment, explain, while maintaining visual proximity with their audience.
Comparison Charts: TikTok vs. the New X Video Option
| Features | TikTok | New X video option |
|---|---|---|
| Content type | Entertainment Videos | Video reactions embedded in an X post |
| Main objective | Creative Content Virality | Conversational engagement through video |
| “Duo” function or green screen | Yes | Yes (via overlay and segmentation) |
| Interaction with publications | Via comments or duets | Directly from post X |
| Audience type | General public (young people) | Engaged users (journalists, creators) |
| Feature Launch | For several years | March 2025 (extended testing) |
The challenge of changing user habits
Despite these innovations, one major obstacle remains: changing user habits. X has always been the realm of short, punchy text. Shifting to a video-oriented logic may feel unnatural for many users.
To succeed in this transition, X is betting on ease of use.
And in this context, marketing influence will have a crucial role to play.
Video, a powerful lever for brands and influencers on X
To succeed in this transition, X is relying on ease of use. With the new X video feature, everything is designed to make recording a video response as simple as posting a regular tweet. But will that be enough? This is where the network effect will play a crucial role. If influential creators widely adopt this new feature, it could go viral and transform how the platform is used. With this new X video feature, brands and influencers now have a powerful new tool to boost their visibility. It becomes possible to react in video to a news event, a trending topic, or a viral post — allowing them to quickly position themselves in the conversation.
This opens the door to more interactive, more human, and above all, more engaging influencer campaigns. Our specialized agency, like ValueYourNetwork, can orchestrate integrated strategies where video becomes a driver of virality.
Imagine a campaign where an influencer responds with a video to a branded tweet, triggering a chain of video reactions. The potential for virality is enormous.
Our opinion
The new X video feature is not just a simple functionality: it’s an ambitious attempt to reposition the platform against TikTok. By using video as a medium for replies, X aims to evolve its usage without abandoning its conversational DNA.
If it succeeds, it could transform the way we interact on social media. If it fails, it will remain just another experiment in the quest for new life for a changing platform.
One thing is certain: the stakes are high, and X hasn't said its last word. The video battle is only just beginning.
Have you tried the new X-rated video option? Share your thoughts in the comments or explore our other trending articles. social media !
Since 2016, ValueYourNetwork, an expert in influencer marketing, supports brands and creators in their social media campaigns. With dozens of successful collaborations, we are at your service to maximize your visibility and engagement.