X launches native video editor to combat viral content theft
Videos now drive nearly half of all impressions on X, yet much of that traffic relies on stolen, recycled footage. To shift the platform toward original content, head of product Nikita Bier announced a new in-app video suite designed to reward creators who ditch the repost-heavy tactics currently gaming the system.
The new toolkit, rolling out to the iOS app, includes a native recorder, a video trimmer, and a green screen feature that allows users to layer custom backgrounds from their camera rolls. These additions mirror popular creative tools found on TikTok and Instagram, aiming to lower the barrier for high-quality production. The update also introduces automated captioning and multilingual overlays to help original videos gain broader reach.
This move follows a series of aggressive policy shifts aimed at curbing account behavior that prioritizes engagement bait over authenticity. In May, Bier disclosed that the company began identifying large accounts programmatically reuploading stolen material to exploit the platform’s revenue-share program. By diverting impressions back to original creators and reducing payouts for aggregators, X is attempting to overhaul its incentive structure. According to the company, those who commit to original production will see their visibility climb faster than accounts relying on recycled clips.
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