X Launches Video Editing Tool to Encourage Creators to Share Unique Content Over Reposts
X, the social networking platform consistently dealing with bots, is launching new video recording and editing functionalities designed to inspire creators to produce unique content instead of rehashing existing material.
This update will showcase features such as the ability to overlay video captions in multiple languages with customizable styles, as well as green-screen tools that incorporate images from your phone’s camera roll or other posts on X.
“Our primary objective is to furnish creators with the necessary tools to craft original content [and] to reward those creators,” stated Nikitia Bier, X’s head of product, in a post. “We have many more enhancements for the video editor coming in the upcoming weeks.”
According to Bier, the goal is to provide a “functional” video editor so that content on X can truly become “original” rather than simply replicated from other platforms. He emphasized that many popular posts on X frequently contain plagiarized material, even years after they have gained fame elsewhere.
Reusing content has long been an attractive shortcut for achieving virality on social media, especially considering the real financial incentives involved. Merely introducing a video editor won’t solve this dilemma.
To cultivate a dynamic creator ecosystem, X must ensure that creators can engage with a broad and genuine audience, allowing them to benefit financially from their endeavors. To exclusively post on X, creators would need additional incentives, particularly when facing competing platforms like TikTok, Meta, and YouTube, which offer well-established ecosystems and steady revenue.
Bier might also need to re-evaluate X’s relationships with creators: he has recently criticized one of YouTube’s top creators, Mr. Beast, regarding the nature of his video content.
Additionally, X currently lacks integrated tools for creators to report stolen content and take action, akin to the protections offered by Meta for its Reels creators. For instance, Meta enables original creators to block visibility of their stolen material or add attribution links for monetization. YouTube has long provided tools to identify and remove unauthorized re-uploads.
Crucially, X must tackle the widespread issue of bots, which inflate view counts and scrape content. In April, Bier highlighted that X was suspending “208 bots every minute and counting,” showcasing the scale of the issue. Prior to this, he mentioned that half of the product team was focused on developing features to combat spam.
Bier also outlined further reasons for the upgrade, stressing that recycled content negatively impacts user experience and business. He pointed out that videos account for nearly half of the impressions on X, suggesting this initiative extends beyond X’s desire to replicate TikTok.
It’s important to note that X is not the only social network encountering an increase in spam during the AI era. For instance, Reddit recently announced the integration of AI tools to address the rising spam and bot content facilitated by large language models (LLMs).
Similarly, Digg, a Reddit competitor, discontinued its app earlier this year, citing its inability to combat the overwhelming spam influx as a new startup.
Bier confirmed that the video editor and recorder are currently available in the iOS app, while the Android version is still in development.
When you purchase through links in our articles, we may earn a small commission. This doesn’t affect our editorial independence.
