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 feature: a seemingly minor 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 with a small group in early March 2025. It is now being rolled out to a much wider user base — a sign of the platform’s confidence in this innovation.
X’s “video-first” positioning: a strategy against the tide
This isn’t the first time X has expressed its ambition to become a “video-first” platform. In early 2025, the app had already introduced a dedicated video tab. But despite that, the reception was lukewarm. Why? Simply because X’s identity remains rooted in text in the collective mindset. Users come for news, 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, show a positive trend. X claims that video views have jumped by 40% year over year. And with the upcoming launch of a text-to-video creation system powered by Grok AI, everything suggests the platform aims 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 yet powerful: responding to a tweet not with words, but with facial expressions, tone, and staging. In this way, the new X video option gives context, humanity and interpretation to messages that are sometimes misunderstood in the written word.
It could even become a powerful lever for content creators, giving them the opportunity to engage their audience more deeply while benefiting from the platform’s algorithm and inherent virality.
An inspired yet adapted approach: smart segmentation and 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 isn’t just to offer a fun visual effect, but to integrate it seamlessly into the reply and posting process. This reflects a clear intent to align the tool with X’s specific user experience.
This feature is especially aimed at content creators, journalists, influencers — in short, those who want to react
Comparison Tables: TikTok vs. the new X video feature
| Features | TikTok | New X video option |
|---|---|---|
| Content type | Entertainment videos | Video reactions integrated into an X post |
| Main objective | Virality of creative content | Commitment conversational 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) | Committed users (journalists, designers) |
| Launch functionality | For several years now | March 2025 (extended tests) |
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 influencer campaigns that are more interactive, more human and, above all, more engaging. Our specialized agency, like ValueYourNetworkcan orchestrate integrated strategies in which video becomes an engine of virality.
Imagine a campaign where a influencer responds in video to a brand tweet, triggering a chain of cascading 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 catches on, it could transform the way we interact on social networks. If it fails, it will remain just another experiment in the quest to breathe new life into a changing platform.
One thing is certain: the stakes are colossal, and X has not said its last word. The video battle is just beginning.
Have you tried out the new X video option? Share your thoughts in the comments or explore our other articles on trends. social media !
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