X has begun rolling out a new suite of video creation and editing tools as the Elon Musk-owned social media platform seeks to encourage users to produce original videos rather than reposting recycled content.
The update introduces an in-app video editor alongside recording features that include multilingual captions with customizable styles, green-screen effects, and support for using photos from a user’s camera roll or content from other posts. The tools are currently available on iOS, while an Android version is under development.
Announcing the rollout, X’s Head of Product, Nikita Bier, said improving creator tools has become one of the platform’s top priorities as video continues to drive user engagement.
According to Bier, videos now account for nearly half of all impressions on X, underscoring the platform’s growing focus on video content. He noted that many of the platform’s highest-performing accounts still rely heavily on repurposed or stolen videos originally created elsewhere.
The company believes the new editing suite will make it easier for creators to produce and publish original videos directly on X without relying on third-party editing applications.
The rollout comes as competition for creators intensifies among major social media platforms. Rivals such as TikTok, YouTube and Meta’s platforms offer more mature monetisation programmes and creator protection tools aimed at discouraging unauthorized reposting of original content.
X also continues to tackle challenges posed by bots, spam accounts and AI-generated content that can inflate engagement figures and facilitate large-scale reposting of creators’ work.
The company has previously said a significant portion of its engineering resources remains focused on combating spam and improving content authenticity, with the new video tools forming part of its broader strategy to strengthen its creator ecosystem.
