X caters to creators with new ‘React with Video’ feature

On Tuesday, the social media platform X, owned by Elon Musk, unveiled an exciting new feature called "React with Video." This addition is designed to broaden the ways users can engage with content on the platform. Rather than simply resharing posts or adding text commentary through Quote Posts, users can now record video responses, offering a more dynamic interaction. This feature primarily targets creators, who often enhance their personal brands by providing commentary on others’ content. With this new capability, X positions itself as a valuable tool for influencers, particularly those focused on news and current events, who seek to express their opinions and reactions more vividly. Nikita Bier, X's head of product, emphasized the importance of commentary in a recent announcement: "Commentary is one of the most important pillars of X. And sometimes the best way to share your thoughts is with video." Currently available on iOS, the company has indicated that the feature will soon be launched on Android and web platforms. A representative from X shared with TechCrunch that they believe this feature will foster deeper connections between creators and their audiences. By utilizing video, creators can convey nuanced feedback through facial expressions and tone, enriching the conversation surrounding their content. In recent months, X has implemented various changes affecting its creator community. The company announced in April that it would be phasing out its Communities feature, shifting focus to more direct interactions. Additionally, there have been modifications to its revenue-sharing model, which faced scrutiny and required adjustments due to user feedback. Other updates include the introduction of "Paid Partnership" labels for creators and new ad formats linking posts to products. The platform has also revamped its Creator Subscriptions feature, adding enhancements such as exclusive threads and shareable cards, and in April, X began to curb clickbait by lowering payouts for accounts promoting low-value content. As of March 2026, X reported having 550 million users, an increase from 520 million in December 2025, as noted in SpaceX’s S1 filing.