The feature, known as "React with Video," was announced on June 2 by X's Head of Product, Nikita Bier, who described it as a new way for users to participate in discussions through visual content rather than relying solely on text-based replies.
The update enables users to create and share video responses to posts without leaving their timelines, bringing a format popularized by short-form video platforms directly into the X experience.
How the Feature Works
According to Bier, iPhone users can access the tool through the repost button. Once activated, users can record and publish video reactions using several display formats, including green screen, split-screen, and picture-in-picture options.
These features allow creators and everyday users to appear alongside the original post while reacting, commenting, or providing additional context.
The new functionality is designed to make conversations more interactive by allowing users to visually engage with content rather than simply reposting or replying with text.
Announcing the launch, Bier emphasized the growing role of video communication on social platforms.
"Video has become one of the most powerful ways people express their opinions online, and this feature gives users more creative ways to share their perspectives."
The feature also allows creators to overlay their reactions directly onto original posts, creating a more immersive and engaging discussion experience.
X Continues Shift Toward Video Content
Industry observers view the update as part of X's broader effort to transform itself into a more video-centric platform capable of competing with rivals in the rapidly growing short-form video market.
The reaction format bears similarities to content styles that have become highly popular on platforms such as TikTok, where users frequently respond to videos and posts using split-screen or green-screen formats.
By introducing native video reactions, X is aiming to encourage longer user engagement, increase content creation, and provide creators with additional tools to build audiences and spark conversations.
The move aligns with owner Elon Musk's vision of evolving X beyond its traditional microblogging roots into a broader multimedia platform that combines social networking, content creation, payments, and digital services.
Part of a Broader Product Evolution
The launch follows a series of major platform changes introduced since Musk acquired the company in 2022.
One of the most notable updates came in September 2022 when X rolled out its Edit Post feature, allowing users to modify posts shortly after publication. The feature was designed to help users correct errors, update information, or refine wording without deleting and reposting content.
A few months later, in November 2022, the company began testing an $8 monthly subscription service for iPhone users that included access to the platform's blue verification badge and other premium features.
The subscription model represented a significant shift in how verification was handled on the platform. Previously, verification badges were primarily awarded at no cost to public figures, journalists, government officials, organisations, and major brands.
Since then, X has continued expanding its paid offerings while introducing new creator tools, monetisation options, and video-focused features designed to attract both content creators and advertisers.
Intensifying Competition in Social Media
The introduction of video reactions comes as major social media companies compete aggressively for user attention in an increasingly crowded digital landscape.
Platforms are investing heavily in video content, creator monetisation, and interactive features as they seek to increase engagement and retain users.
For X, the success of the "React with Video" feature could provide another avenue for boosting activity on the platform while strengthening its position in the evolving creator economy.
As video continues to dominate online conversations, the latest update signals that X intends to play a larger role in shaping how users create, share and interact with content in real time.