Web Desk: Social media platform X has introduced new video recording and X editing tools as it steps up efforts to encourage creators to publish original content directly on its platform rather than reposting videos from rival services.
The new video editor is currently available through X’s iOS app, while an Android version has yet to be released because the application is still being rebuilt, according to technology publication TechCrunch.
The editing suite allows users to add captions in multiple languages and customise their appearance. It also includes a green-screen feature that enables creators to place photos from their camera roll or existing X posts behind their videos.
X Head of Product Nikita Bier said supporting original creators and improving production tools remains one of the company’s top priorities. He added that X plans to roll out additional enhancements to the video editor over the coming weeks.
The latest features are designed to give creators enough functionality to produce content specifically for X instead of uploading videos that have already appeared on other platforms.
However, the company continues to face a broader challenge in reducing recycled content.
Bier said many of the platform’s largest accounts frequently share stolen or repurposed videos, including clips that first gained popularity years ago.
While enhanced editing tools may encourage more original production, reposting existing content remains an easier way for some accounts to generate views and potentially earn revenue without creating new material.
At the same time, X faces stiff competition from TikTok, YouTube and Meta, all of which offer more established creator ecosystems and monetization programs.
Industry observers say creators are unlikely to publish content exclusively on X unless the platform can deliver both a sizable audience of genuine users and consistent financial incentives.
Meta allows eligible Reels creators to detect copied content and either block its distribution or attach attribution links. YouTube similarly offers systems that help identify and remove unauthorized uploads.
Meanwhile, automated accounts continue to present another obstacle to X’s creator ambitions.
Bots can artificially inflate engagement metrics, scrape original posts and redistribute copied content across the platform.
Bier said in April that X was identifying and suspending about 208 bots every minute. He had previously said nearly half of the company’s product team was focused on developing features to curb spam.
The issue extends beyond X. Reddit has introduced artificial intelligence tools to combat spam generated by large language models, while social news platform Digg shut down its application earlier this year after saying it lacked the resources needed to address the volume of spam it encountered.
Video has become an increasingly important format on X, with posts containing videos accounting for nearly half of all impressions on the platform, according to Bier.
Consequently, the new editing suite forms part of a broader strategy to strengthen video creation rather than simply replicate features offered by short-form video competitors.
Earlier, X introduced “React with Video,” a feature that enables users to record green-screen or split-screen video responses to existing posts.
Even so, analysts say the company will likely need to pair improved creation tools with stronger copyright safeguards, reliable creator payouts and continued efforts to combat bots if it hopes to persuade creators to produce original content primarily for X.
