Elon Musk's social media platform, X, is preparing to introduce a feature that will position it directly against TikTok and Instagram Reels. The upcoming feature will offer users a stream of both short and long-form videos tailored to their interests, according to an insider source interviewed by The New York Post.
Highlighting User-Generated Video Content
(Photo : Bastian Riccardi from Unsplash)
A source revealed that Elon Musk plans to bring X's own version of feed similar to Instagram and TikTok reels, containing a mix of short and long-form clips.
X aims to spotlight the video content that users share and create by organizing it under a single tab. A beta version of this feature is expected to be rolled out to a select group of users later this summer.
This initiative is part of Musk's vision since acquiring the platform in October 2022, which included reviving the concept of Vine, the short-form video app once integrated into Twitter.
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Musk's Push to Revive Vine
In April, Musk polled his 186 million followers on whether to bring back Vine, with nearly 70% voting in favor.
At its peak, Vine boasted 200 million users and was known for viral trends like the Ice Bucket Challenge. Despite its popularity, Twitter was unable to monetize Vine effectively, leading to its shutdown in 2017.
"Vine was taken into consideration with this. The goal is to bring back that cool video experience," the source told The Post.
Potential Impact of TikTok Ban
The potential implementation of a TikTok ban could drive millions of Americans to seek alternative platforms for sharing videos, making X an attractive option.
The new feature will also include a live-streaming element, reviving a service that has been absent since Twitter shut down Periscope in 2021. This new offering will be separate from the existing audio "spaces" where users can engage in live chats and broadcast to followers.
Monetization Strategies
Sources within X are optimistic that the Vine-inspired concept could generate revenue through user purchases of subscriptions and verification services.
Currently, X derives nearly 25% of its income from these streams. This move aligns with CEO Linda Yaccarino's broader strategy to expand the platform's exclusive content, including collaborations with popular personalities and major sports and media companies.
Exclusive Content Partnerships
X has secured deals with prominent organizations such as WWE, PGA, NBA, Condé Nast, NFL, and WNBA to create exclusive content for the platform. Additionally, the company is producing a long-form documentary about the Boston Celtics.
High-profile individuals like celebrity businesswoman Paris Hilton, sports broadcaster Jim Rome, and former Democratic Congresswoman Tulsi Gabbard are also creating exclusive content for X.
Attracting Niche Creators
In an effort to attract creators with niche followings, X is sharing revenue with some of its platform's creators. This initiative is designed to foster a diverse and engaged community of content producers.
X TV App for Smart TVs
To complement its new video features, X is developing an app for smart TVs. This app, expected to be available later this summer, will make it easier for users to watch longer videos on a bigger screen, enhancing the overall viewing experience.
In other news, BBC reported that Australia ditched its legal battle involving the stabbing videos on X. Initially, the platform was ordered to remove the circulating clip on the internet.
Elsewhere, X will now allow adult content on the feed. Of course, this won't be a quick target for critics who are weighing its pros and cons.
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