As competition in the social media space intensifies, X (formerly Twitter) is rolling out a new feature aimed at increasing engagement with video content. The platform has introduced a dedicated vertical video tab for users in the United States, making content discovery easier. This feature is expected to expand to other regions soon.

Is X (Twitter) Trying to Fill TikTok’s Gap?

With ByteDance’s TikTok apps facing removal from the U.S. market, social media giants see a major opportunity. Following the removal of TikTok and Lemon8 from the App Store and Google Play, companies like Meta and Bluesky are developing new video-driven features. X is also adapting to this shift by introducing the new Video tab, which will be placed in the bottom menu, allowing users to access video content more quickly.

Previously, X allowed users to enter a video feed by clicking on a video in their timeline and scrolling up. However, this new tab will serve as a dedicated discovery space for video content. By providing a TikTok-like experience, X aims to increase video watch time on its platform.

X has been placing significant emphasis on video-focused initiatives. Last year, the platform launched a standalone TV app to help creators and media outlets reach larger audiences. Now, with TikTok’s uncertain future in the U.S., X is doubling down on vertical video to boost video consumption on the platform.

With this new feature, X hopes to attract TikTok users who may soon lose access to the platform and further strengthen its video content ecosystem. The company has announced that the new video tab will begin rolling out to users in the U.S. starting today.

TikTok’s future remains uncertain, but could X’s move shift user habits? What do you think about social media platforms focusing more on video content? Share your thoughts in the comments!