X, the micro-blogging platform formerly known as Twitter, is taking a swing at attracting users who can’t seem to get enough of vertical videos amid uncertainty surrounding the future of TikTok in the U.S.
The company, owned by Elon Musk, has launched a dedicated video tab/feed, providing users a new and seamless way to watch video content, possibly to lure them away from rival platforms, particularly TikTok.
This strategic move comes as TikTok, owned by Chinese company ByteDance, faces potential restrictions in the U.S. While existing users can still access the app, it has been removed by Apple and Google from their respective app stores, preventing new downloads and updates.
X’s new video tab, located in the app’s bottom bar, offers users a streamlined way to access and discover video content. While users could previously view videos by tapping and scrolling through their timeline, the dedicated tab provides more convenient access.
“An immersive new home for videos is rolling out to users in the US today,” X announced in a post. The tab is live at the time of writing for users in the US. There is no word on if and when it will be available in more markets.
The timing of this launch is particularly noteworthy, coinciding with the uncertainty surrounding TikTok’s future. Whether this move will be a short-term gain or a long-term strategy remains to be seen, especially since President-elect Donald Trump, who is set to assume power on January 20th, is widely expected to sign an Executive Order overriding the current TikTok ban.
This isn’t X’s first foray into video; the platform launched a standalone TV app last year and has been increasingly prioritising video content as part of Musk’s ambitions to turn it into an “everything app.”
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