X released a new built-in video editor and recorder for its iOS app on July 7, 2026. Nikita Bier, X's head of product, stated that the new tools address "recycled content."

The new suite of video tools includes several functions to enhance content creation. Users can now trim videos directly within the app. Additionally, the editor offers a "green screen" feature, which allows users to add custom backgrounds by importing posts or photos from their camera rolls. The update also includes options for automatically generating captions and overlaying them in multiple languages.

On Monday, Bier stated that "[m]any videos from top accounts are simply stolen from other users, sometimes 5 years after they originally went viral." He further indicated that videos on X "make up close to half the impressions on X." Bier stated that the goal is for "some videos on X can finally be original content that doesn't exist on other platforms."

In May, Bier stated that his team had identified "a number of large accounts" that were "programmatically reuploading content" from other users. He said this reuploading was an effort to game X's revenue share program. Following this, Bier announced in April that X was cutting back on payouts to "aggregators" sharing "stolen reposts and clickbait." Bier noted that creators who do not post recycled content "will climb faster than other account[s]."

Why It Matters

The introduction of new video editing tools and the stated focus on original content by X addresses issues of content authenticity and creator compensation on the platform. Videos account for nearly half of all impressions. By implementing these features, X aims to encourage unique content creation, which could impact user experience and the dynamics of its revenue-sharing program for creators.