X Vertical Video Feed Introduced Amid TikTok’s Ongoing Struggles in the US

Social network X is seizing the moment to introduce a vertical video feed, aiming to benefit from the current uncertainty surrounding ByteDance apps like TikTok and Lemon8. The platform is incorporating a video tab in its app's bottom bar for U.S. users, enabling swift access to video content.

"An immersive new home for videos is rolling out to users in the US today," the company announced on Sunday. However, the feature is yet to be released outside the US. This feature allows X users to scroll through short videos by tapping on one in their timeline and swiping up. The new tab provides a dedicated space for these videos.

Video Content Focus

This isn't X's first attempt at enhancing its video offerings. Previously, an app reverse engineer had hinted at a media tab for videos, but this marks the first official announcement from X. Last year, the company launched a standalone TV app showcasing videos from various creators and organisations.

With TikTok encountering challenges in the U.S., other social networks are keen to exploit the uncertainty around ByteDance apps. Meta has introduced a video editing app named Edits to rival ByteDance's CapCut, while Bluesky, an X competitor, has unveiled a custom feed for vertical videos.

Market Dynamics

Currently, TikTok and other ByteDance apps remain accessible to those who have already downloaded them in the U.S. However, they are absent from major app stores, preventing new downloads or updates for fresh users. This situation has prompted other social media platforms to introduce new features or apps to attract users.

This opportunity might be fleeting as there is widespread anticipation that Trump will sign an Executive Order overturning last week's Supreme Court ban enforcement. As such, social media companies are racing against time to capture this user base.