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X caters to creators with new ‘React with Video’ feature
On June 2, 2026, X launched the 'React with Video' feature to enhance user commentary through video responses, targeting content creators and aiming to enrich audience interaction. X plans to roll it out across platforms following its initial iOS release.
Key points
- X, owned by Elon Musk, introduced 'React with Video' to diversify commentary options beyond text and reposts.
- Nikita Bier stated video commentary enhances user interaction and feedback.
- The feature targets creators, improving personal brand engagement.
- Currently available on iOS, with Android and web versions coming soon.
- X has made recent changes affecting creators, including winding down Communities and altering its revenue-sharing model.
Why it matters
- The launch aligns with 2025 trends focusing on video content's growth in digital communication.
- Similar features by platforms like TikTok and Instagram show a pivot toward interactive video engagement.
- X's evolving approach reflects ongoing shifts in social media that favor direct creator-audience interactions.
The 'React with Video' feature positions X strategically to enhance creator engagement amid competitive digital landscapes, reflecting broader shifts toward interactive and video-centric communication in 2025.