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X Launches Vertical Video Feed to Compete in the Evolving Social Media Landscape

Sun, 02 Feb 2025 19:52 | Industrial Transformation |   Editorial INTI


X Launches Vertical Video Feed to Compete in the Evolving Social Media Landscape

Jakarta, INTI - In a strategic move to adapt to the rapidly changing social media ecosystem, X (formerly known as Twitter) has introduced a dedicated vertical video feed, initially rolling out to users in the United States. The feature, which debuted last week, is seen as a direct response to the uncertainty surrounding TikTok’s future in the U.S. market and a broader effort to position X as a major player in the video-centric social media space.

The Growing Dominance of Vertical Video

Vertical video has become one of the most popular content formats on social media, largely driven by the success of platforms like TikTok. Designed to align with the natural orientation of smartphone screens, vertical videos offer a more immersive and engaging viewing experience. Recognizing this trend, X has added a dedicated video tab to its app’s bottom navigation bar, allowing users to easily access and interact with video content.

This isn’t X’s first attempt to integrate short-form video into its platform. Earlier this year, a reverse engineer leaked images of a potential video tab, hinting at the company’s plans to expand its video capabilities. However, this marks the first time X has officially launched such a feature, signaling a more aggressive push into the video content arena.

A Strategic Move Amid TikTok’s Uncertain Future

The timing of X’s vertical video feed launch is particularly significant. TikTok, along with other ByteDance-owned apps like Lemon8, has faced mounting challenges in the U.S. market. While existing users can still access TikTok, the app has been removed from major app stores, preventing new users from downloading it. This has created a gap in the market, and X is positioning itself to fill that void.

Although TikTok’s operations in the U.S. remain intact for now, the uncertainty surrounding its future has opened the door for competitors. X’s new video feed could serve as a viable alternative for users seeking a similar experience. As reported by GSM Arena, it remains unclear whether X’s move will significantly impact TikTok’s dominance, but it certainly reinforces the growing importance of vertical video in social media.

Global Expansion and User Accessibility

Just days after its U.S. debut, X began rolling out the vertical video feed to users worldwide. This global expansion allows users across different regions to access a dedicated vertical video feed, enhancing the platform’s multimedia experience. However, the feature is currently available only to iOS users, with no official word on when Android users will gain access. This limitation may slow initial adoption but suggests that X is focusing on refining the experience before a broader rollout.

The new video tab is designed to make video content more discoverable and interactive, aligning with X’s broader strategy to evolve into a video-centric social network. This move follows previous efforts, such as the launch of X’s standalone TV app, to diversify its content offerings and attract a wider audience.

Monetization and Financial Challenges

X’s push into vertical video isn’t just about user engagement—it’s also a key part of the company’s monetization strategy. The platform has started displaying ads after users scroll through a few videos in the vertical feed, a common practice among social media platforms. This approach could play a crucial role in boosting X’s revenue, especially as the company faces financial challenges.

Elon Musk, the owner of X, recently acknowledged that the company is "barely breaking even," citing stagnant user growth and unimpressive revenue figures. In a letter to employees, Musk emphasized the need for innovative strategies to achieve profitability. The integration of ads into the vertical video feed could be a significant step toward achieving this goal, helping X compete more effectively in the crowded social media market.

A Competitive Edge in a Crowded Market

The launch of X’s vertical video feed highlights the platform’s ambition to stay relevant in an increasingly competitive social media landscape. By offering a dedicated space for vertical videos, X is not only enhancing its multimedia capabilities but also positioning itself as a serious contender in the video-centric social media space.

While the long-term impact of this move remains to be seen, it underscores the growing importance of vertical video and the fierce competition among platforms to capture user attention and ad revenue. As X continues to refine its video features and expand their availability, it will be interesting to see how this shapes the future of social media.

Conclusion

X’s introduction of a vertical video feed represents a strategic effort to adapt to changing user preferences and capitalize on the uncertainty surrounding TikTok’s future. By offering a dedicated space for vertical videos, X is not only enhancing its multimedia capabilities but also positioning itself as a serious contender in the video-centric social media landscape. While the long-term impact of this move remains to be seen, it underscores the growing importance of vertical video and the fierce competition among platforms to capture user attention and ad revenue. As X continues to refine its video features and expand their availability, it will be interesting to see how this shapes the future of social media.

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