X has introduced new video creation and editing tools in its iOS application, aiming to increase the number of original video content on the platform. Nikita Bier, the company’s product manager, stated in his post on According to Bier, videos account for about half of the total impressions on X. Despite this, some of the content shared by popular accounts consists of recirculated versions of videos that went viral years ago. New tools aim to change this situation by making it easier for users to produce content directly within X.
Bier stated that the main purpose of the new editing tools is to encourage the production of original content instead of videos previously shared on other platforms or different accounts. The company wants content creators to have less need for third-party apps to produce videos and be able to complete the production process directly from X. Thus, it is aimed to increase the originality rate of the videos uploaded to the platform.
Extensive video editing features added to X app
According to information previously reported by TechCrunch, the new tools are currently available in X’s iOS application. With the update, users can record, edit and share their videos within the application. In addition to the option to crop videos, the tools also include automatic subtitle creation. In addition, subtitles support more than one language, making it easier for content to reach different audiences.
It is no coincidence that X has been focusing more on video content lately. The platform is gradually introducing new features that will enable users to spend longer time in the application, especially with the increase in short video consumption. Integrating video editing tools directly into the application is considered as a continuation of this approach. The ability of users to complete the content production process through a single application is among the factors that can increase the frequency of sharing.
On the other hand, the company has taken various steps to combat duplicate content in recent months. Nikita Bier announced in May that it was detected that some large accounts were re-uploading content belonging to other users using automatic methods. It was stated that these accounts resorted to this method in order to get more shares from X’s revenue sharing system. The company announced that the impressions generated by such posts will now be transferred to the real owner of the content in revenue sharing.
In addition, in April, X announced that it would reduce payments to aggregation accounts that publish stolen reposts and clickbait content. Now, with the introduction of new video tools, Bier stated that the visibility of accounts producing original content on the platform will increase faster. Accordingly, content producers who regularly prepare their own videos will be evaluated more advantageously by the algorithm compared to accounts that share re-uploaded content.
While the new video editing tools alone will not completely eliminate the problem of duplicate content on the platform, they strengthen X’s approach to both supporting content creators and encouraging original posts. However, when the changes made to the revenue sharing rules and the new production tools added to the application are evaluated together, it seems that the company aims to make the video content ecosystem more sustainable.