X announced on Friday that users in the iOS version of the app can add text overlays to their video uploads, providing another means to create engaging video content.
As shown in this sequence, posted by X engineer Allegra Jacchia, X’s video overlay option offers a simple way to place text and emojis over a video clip. This is a small update in the broader context of video creation and editing features, but it’s a significant update for X’s tools, which are still behind other apps
Back in 2024, then X chief executive Linda Yaccarino was keen to push the video angle at the app, in response to a rise in video engagement by users. Indeed, Yaccarino repeatedly stated that X was set to become a “video-first platform,” with a focus on more video content and consumption.
Which has happened, X has seen a significant rise in video consumption in-stream, but not really because of anything that X itself has done.
X did announce a slate of X Original video programming in May last year, which included a range of celebrity-led video projects with Khloe Kardashian, Tucker Carlson, and more.
Most of those shows have since faded away, quietly slinking into the ether of the platform with little audience response. At the same time, X also added an updated video editor, with more creation tools, along with this latest feature update for video uploaders.
However, the rise in video consumption on X has had nothing to do with the app itself. More video content is being created, and more people are watching videos across social media. As a result, X is seeing a rise in video consumption and interest. That said, X’s algorithm has also sought to amplify video posts to increase time spent on the app.
But the platform hasn’t done much to become a video-first app.
The fact that it’s only now adding text overlays reflects this and highlights just how far X lags behind other video upload and creation options in other social apps. Though again, this does add another element to X’s own video features.
