X announced the launch of a built-in video editor in its iPhone app, featuring a new interface that combines recording and editing tools, aiming to encourage users to produce and share original videos instead of reposting clips from other platforms.

The update includes a range of new features, such as video recording with 'Green Screen' technology, adding multilingual captions with customizable appearance, in addition to a simplified interface that allows creating, editing, and publishing videos directly within the app.

Nikita Bier, head of products at X, said that enabling content creators to produce original work is a company priority, stressing that the platform plans to roll out further improvements to the video editor in the coming weeks. He added that X is also working on rebuilding its Android app, which likely means the new video editor will arrive on that platform later.

This update is part of a broader plan to boost video visibility on X. Over the past two years, the company has tested a dedicated video tab in the navigation bar and signed agreements to provide original video content. Last month, it launched a feature for recording user reactions via video.

The platform had previously stated that it is reducing the visibility of reposted posts and content from other platforms, calling on users to record original videos with their own voices, as part of X's effort to increase exclusive content on the platform.

The platform's former CEO, Linda Yaccarino, stated in 2024 that X has become a 'video-first platform,' noting significant growth in video views, reflecting a shift in user behavior.

Despite these efforts, X still lags behind its video competitors, such as TikTok, Instagram, and YouTube, prompting it to intensify investments in content creation tools and creator support programs to enhance its competitiveness.

The company's interest in original content is not limited to attracting users but also extends to supporting the development of the Grok AI model, which relies on publicly posted content on X for training, giving original clips additional importance in the company's future strategy.

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July 8, 2026 | Last updated: July 8, 2026

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