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By Malik Shahzad Aslam :
Elon Musk’s platform adds captions, green-screen features and new creator tools as it battles recycled content and bot problems
Social media platform X has launched a new set of video recording and editing tools as part of its effort to encourage creators to produce original content rather than reposting videos copied from other platforms.
The new video editor is currently available through the X app on iOS, while the Android version remains unavailable as the company continues rebuilding parts of its Android application, according to reports.
The move marks another step in X’s broader strategy to become a more creator-focused platform and compete with established video platforms such as TikTok, YouTube and Instagram Reels.
New tools aim to improve video creation
The updated editor gives creators several features designed to make video production easier directly inside X.
Users can now add captions in multiple languages and customise how those captions appear on screen. The tool also includes a green-screen function, allowing creators to place images from their phone gallery or existing X posts behind their videos.
X’s Head of Product Nikita Bier said supporting original creators and providing better production tools are among the company’s key priorities.
He said more improvements to the video editor are expected in the coming weeks as X continues developing its creator ecosystem.
Fighting the rise of recycled content
X hopes the new editing features will encourage creators to make videos specifically for the platform instead of uploading clips that have already gone viral elsewhere.
Bier has previously criticised the widespread practice of reposting old videos on X, saying some popular accounts frequently share content that originally appeared years earlier on other platforms.
However, analysts say providing editing tools alone may not be enough to solve the issue. Reposting existing videos remains attractive because it requires less effort and can still generate significant views, engagement and potential revenue.
To compete with other platforms, X will likely need stronger systems to identify copied content and reward creators who produce original material.
Creator payments remain a major challenge
X faces strong competition from platforms that already have established creator programmes and monetisation systems.
YouTube has built one of the world’s largest creator economies through advertising revenue sharing, while TikTok and Meta have invested heavily in tools designed to help influencers earn income from short-form videos.
For many creators, the decision to invest time in producing content for X will depend on whether the platform can provide consistent financial rewards, a large active audience and protection against content theft.
Copyright and content protection concerns
Unlike some competitors, X still faces criticism over limited copyright management tools.
Platforms such as YouTube provide automated systems to detect unauthorised uploads, while Meta offers tools that allow eligible creators to identify copied Reels content and take action.
Improving copyright protection could become increasingly important as X attempts to attract professional creators and media producers.
Bots remain a major obstacle
Another challenge facing X is the continued presence of automated accounts and spam networks.
Bots can artificially increase engagement numbers, copy original posts and distribute stolen content, making it harder for genuine creators to gain visibility.
Bier said X was identifying and removing hundreds of automated accounts every minute as part of its efforts to reduce spam. He has also previously said a significant portion of the company’s product team is focused on improving anti-spam measures.
The problem is not unique to X. Other online communities, including Reddit, have also introduced artificial intelligence-based tools to combat growing volumes of automated and AI-generated spam.
Video becomes central to X’s future
Video content has become increasingly important on X, with the company saying posts containing videos already account for a significant share of platform activity.
The new editor follows other video-focused features introduced by X, including tools that allow users to create video responses to existing posts through split-screen and green-screen formats.
While X is investing heavily in video creation, experts say the platform’s long-term success will depend on more than editing features. Building a strong creator community will require a combination of reliable payments, effective copyright protection, improved user engagement and continued action against fake accounts.
With video becoming a central part of online communication, X is attempting to transform itself from a text-focused social network into a broader multimedia platform capable of competing with the biggest names in digital content.
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