X launches ‘React with Video’ feature to boost creator engagement

On Tuesday, Elon Musk-owned social platform X unveiled a new feature called “React with Video,” designed to broaden the ways users can engage with content and share their opinions on the platform. The new functionality is being positioned as an alternative to the traditional Repost button, giving users the option to respond to posts not only through reposts or Quote Posts but also by recording and sharing video reactions.

The feature appears to be aimed particularly at creators, many of whom build audiences by responding to trending discussions, commenting on other users’ content, and offering their own perspectives. X has increasingly become a platform where news commentators, influencers, and public figures gain attention by reacting to current events, politics, and cultural topics, making video-based responses a natural extension of those interactions.

Announcing the launch, X Head of Product Nikita Bier emphasised the importance of commentary on the platform.

“Commentary is one of the most important pillars of X. And sometimes the best way to share your thoughts is with video,” Bier wrote.

At launch, the React with Video feature is available exclusively on iOS devices. The company stated that support for Android devices and the web version of X is expected to arrive in the near future.

A spokesperson for X said the company views the feature as a new opportunity for creators to strengthen connections with their audiences. Video responses can provide richer forms of engagement, allowing viewers to interpret reactions through facial expressions, tone of voice, and other visual cues. At the same time, creators can use the feature to become a more active and visible part of ongoing conversations across the platform.

The launch comes amid a series of creator-focused changes introduced by X over recent months. In April, the company announced plans to phase out its Communities feature as part of a broader effort to prioritise direct interactions between users. Around the same time, X also attempted to modify its creator revenue-sharing program. However, some of the proposed changes were later reconsidered in response to criticism and feedback from creators.

The platform has also introduced several monetisation and partnership initiatives. These include the rollout of “Paid Partnership” labels for creators and experiments with advertising formats that connect social posts directly to products and commercial offerings.

In addition, X has refreshed its Creator Subscriptions program with new tools, including exclusive discussion threads and shareable subscription cards, designed to help creators engage paying supporters. Earlier this year, the company also intensified efforts to reduce low-quality content by lowering payouts to accounts that primarily distribute clickbait-style posts.

User growth remains another area of focus for the platform. According to figures disclosed in SpaceX’s recent S-1 filing, X reported 550 million users as of March 2026. That represents an increase from the 520 million users the platform reported in December 2025, indicating continued audience growth as the company expands its creator and engagement features.

With React with Video, X is looking to give users and creators another way to participate in conversations and encourage more personalised, expressive interactions through video-based responses.