A bit late given TikTok’s comeback (sort of), but why not.
Last night, X announced it has launched “an immersive new home for videos” in the U.S., available now.
According to X, the feature will live in a dedicated video tab accessible at the bottom of the app. As described by the company, “The Video Tab offers a full-screen, seamless video experience designed to bring users closer to what they care about most,” with “a personalized feed of recommended videos reflecting the real-time nature of X across sports, entertainment, news, and more.”
I updated the app expecting the Video Tab to appear automatically in the bottom navigation bar, but you have to manually enable it. To do this, go to Settings, Premium, then Customize Navigation, and add the Video Tab to your bar. (You can select up to six buttons, with video being one of the options.)
Here’s what the Video Tab looks like:
Why This Matters:
The timing of this launch was clearly meant to capitalize on the TikTok ban—though X has been signaling a move like this for a while. The company has been investing heavily in video, from enhancing video capabilities on the platform to even launching a CTV channel.
The ultimate goal is monetization through video advertising. It’s safe to assume the Video Tab will feature video ads prominently. If TikTok had actually been banned, advertisers might have immediately turned to X. Although that ban fizzled out yesterday, X’s offering of a passive, personalized, and immersive short-form video feed is one of the closest alternatives to TikTok’s experience. It’s likely to attract advertiser interest regardless.
Experts React:
Our Take:
We’ve been vocal about X having a bounce-back year, and its new Video Tab will add to that momentum. Expanding video offerings opens up opportunities for the business, both in terms of revenue and audience engagement.
The launch also gives X’s new Head of Ad Innovation, John Nitti, more tools to work with, including new inventory and formats. This will help drive programmatic partnerships and maybe secure bigger video deals. Either way, it sets up X to compete more aggressively in the video space.
