Social network X is trying to capitalize on trying to capitalize on the uncertainty surrounding ByteDance apps like TikTok and Lemon8 by launching a dedicated vertical video feed.
The company is adding a video tab in the app’s bottom bar for users in the U.S. to let them quickly access video content on the platform.
“An immersive new home for videos is rolling out to users in the US today,” the company said in a post on Sunday.
Users of TikTok and other ByteDance apps that had already downloaded the apps are still able to use them in the U.S., but as of right now, the apps do not appear in the major app stores, making it impossible to download new versions of the app for updates or if you are a new user. That’s triggered a bunfight among other social media app publishers to lay on new features or launch new apps to pick up users. This may be a short-lived arbitrage opportunity: Trump is widely expected to sign an Executive Order overriding the ban enforced by the Supreme Court last week.
X users can already scroll through short videos by tapping on a video on the timeline and scrolling up. This new tab for videos is just a dedicated section for these videos. Plus, this is not the first time the company has tried to create a new home for videos.
An app reverse engineer had previously previewed a media tab for videos, but this is the first time X is making an official announcement.
The social network has lately been focusing on video experiences. Last year, it launched a standalone TV app to show videos from different organizations and creators.
With TikTok facing troubles in the U.S., social networks are trying to take advantage of the uncertainty around ByteDance apps in the U.S. Meta announced a video editing app called Edits to compete with ByteDance’s CapCut, while X rival Bluesky has launched a custom feed for vertical videos.
