In a bold move to reclaim user engagement and match the virality of short-form content platforms, X (formerly Twitter) has introduced a TikTok-style vertical video feed. This new feature, currently rolling out to U.S. users, reflects a strategic pivot in how the platform surfaces video content and competes with platforms like TikTok, Instagram Reels, and YouTube Shorts.
A Familiar Swipe Experience
The newly introduced vertical feed is housed in a dedicated tab, allowing users to scroll through fullscreen, vertically-oriented videos. The user interface borrows heavily from TikTok’s addictive design, enabling seamless upward swipes to view the next clip.
While X has long supported video content, it lacked a centralized, algorithmically-driven feed tailored for short-form discovery. This new format addresses that gap and marks a significant evolution in the platform’s content experience.
Key Features of the New Vertical Feed
- Full-Screen Immersion: Videos automatically play in a full-screen vertical layout, optimized for mobile viewing—mirroring the formats users are already familiar with on TikTok and Reels.
- Swipe Navigation: Users can quickly swipe up to view the next video, creating a frictionless and binge-worthy viewing experience.
- Engagement Tools: Likes, reposts, bookmarks, and share options remain accessible, alongside a “Follow” button for creators featured in the feed.
- Algorithm-Driven Discovery: X uses engagement history and topic interest to curate personalized video recommendations. Early feedback suggests the algorithm is tuned for both entertainment and trending news.
- Content Creation Push: X is encouraging creators and publishers to adopt vertical formats, offering visibility through this high-engagement feed.
Why This Matters for Digital Marketers
With the rise of vertical video dominating user attention across platforms, X’s move signifies its intention to remain competitive in both content creation and consumption. For marketers and creators, this new feature opens fresh opportunities to:
- Reuse vertical content created for TikTok or Instagram.
- Tap into new audiences who prefer bite-sized video content.
- Reach engaged users in a high-attention format.
Platform Competition Heats Up
TikTok set the standard for vertical video engagement. Instagram Reels and YouTube Shorts quickly followed, capturing millions of daily views. Now, X is the latest to join this race, signaling the growing importance of short-form video in the broader digital strategy.
Unlike Instagram or TikTok, X positions itself as a hybrid of real-time commentary and multimedia publishing. The combination of news relevance with vertical video could help the platform stand out—especially for creators in journalism, politics, education, or thought leadership.
Potential Impact for Brands and Publishers
For brands with an active presence on X, the vertical video feed is a game-changer. It allows storytelling through motion and sound in an environment where users are already tuned in to trending topics and real-time conversations.
Video ads, influencer collaborations, and thought-leadership snippets can now be distributed in a format that aligns with modern consumption behavior—on the go and on mobile.
Digilogy Empowers You to Adapt
Navigating changes in platform formats and algorithms requires agility and insight. At Digilogy, we help brands like yours adapt to emerging trends in digital content, including short-form video marketing strategies for platforms like X, Instagram, YouTube, and TikTok. If you’re ready to transform your brand’s content strategy and make the most of X’s new video feed, Contact Digilogy today and future-proof your digital presence.
