X, the social media platform formerly known as Twitter, has rolled out a new feature called “React with Video,” enabling users to respond to posts using short-form video reactions directly from their feeds as part of a broader push to deepen engagement and expand creator-driven content.
The update allows users on iOS devices to record and attach video responses to posts using an integrated workflow accessible through the repost function. The tool includes creative formats such as split-screen, picture-in-picture, and green screen overlays, designed to make reactions more interactive and visually expressive.
X introduced the feature as part of its ongoing product evolution strategy focused on strengthening real-time engagement and encouraging more video-based conversations across the platform. Brandspur Brand News reports that the rollout reflects the company’s continued shift toward a creator-centric ecosystem, where video content plays a central role in user interaction.
The feature was unveiled by X’s Head of Product, Nikita Bier, who noted that the company views commentary as a core part of online engagement and is expanding tools that allow users to express opinions in more dynamic formats beyond text. The rollout is currently available on iOS, with users able to activate the feature through the repost interface while interacting with posts on their timeline.
Industry observers say the move aligns with broader trends across major social platforms, where short-form video and interactive content have become dominant drivers of user attention and engagement. The introduction of video reactions positions X more directly in competition with platforms that already prioritise visual and creator-led communication formats.
The development follows a series of product changes aimed at reshaping user experience on the platform, including expanded editing tools and subscription-based verification systems introduced in recent years as part of efforts to diversify engagement and revenue streams.
As competition intensifies in the global social media space, the new feature is expected to further test user adoption of video-first communication tools while reinforcing X’s strategy of evolving beyond traditional text-based posting.
