X Launches 'React with Video' Feature for Creators

On Tuesday, Elon Musk-owned social network X launched a new feature, “React with Video,” that aims to expand the types of commentary on the platform. The feature is being pitched as an alternative to the Repost button, encouraging users not just to reshare or type their reaction via a Quote Post, but actually record a video response to posts.

The feature is clearly targeting creators, who often build their personal brands by commenting on others’ content and sharing their own thoughts. X, in particular, could lend itself to news influencers looking to garner fame for their hot takes and reactions to current events or politics.

Announcing the feature, X’s head of product Nikita Bier wrote, “Commentary is one of the most important pillars of X. And sometimes the best way to share your thoughts is with video.”

The feature is currently available on iOS, and the company said it will be rolled out to Android and web “soon.”

A spokesperson for X told TechCrunch the company believes the feature could open up a new way for creators to connect with people. Creators will be able to get richer feedback from their audience in the form of facial expressions and tone, for instance, while creators themselves could use the reactions to become a greater part of the conversation.

X has undergone several changes that have impacted creators in recent months. The company in April said it is winding down its Communities feature to focus more on facilitating direct connections, and even attempted to make changes to its revenue-sharing program with creators, some of which had to be rolled back and rethought due to backlash. It’s also rolled out “Paid Partnership” labels for creators and tested ad formats that would connect posts with products.

The Creator Subscriptions feature has had a revamp, too, with new features like exclusive threads and shareable cards. And in April, X cracked down on clickbait by reducing payouts to accounts that circulate low-value content.