Social platform X takes aim at TikTok’s market

Amid shifts in the social media market, X launches a vertical video feed for US users, targeting TikTok’s uncertain foothold.

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Social platform X has unveiled a vertical video feed for its US audience, aiming to capture users left adrift by the removal of ByteDance’s apps like TikTok and Lemon8 from US app stores. The new feature, accessible through a dedicated video tab, offers a streamlined way for users to view video content.

This update builds on existing functionality, where users could already scroll through videos by tapping them on their timeline. The video tab, however, marks the platform’s first dedicated space for short-form video. X has been increasingly focused on enhancing its video offerings, having launched a standalone TV app last year to feature content from creators and organisations.

As TikTok grapples with regulatory challenges, other platforms are seizing the opportunity. Meta recently introduced Edits, a video editing tool aimed at rivaling ByteDance’s CapCut, while Bluesky has rolled out its own vertical video feed. X’s latest move signals a strategic pivot to bolster its video presence and compete in this evolving digital landscape.