When Elon Musk acquired Twitter in late 2022 and rebranded it as X, the stated ambition was to build an “everything app.” Now, more than three years later, the platform’s latest strategic moves suggest that “everything” increasingly means vertical video — the format that TikTok popularized and that every major social platform has since scrambled to replicate.
X’s most recent update, rolled out in February 2026, doubles down on full-screen, swipeable vertical video in a manner that signals the company views short-form video not as a supplementary feature but as a core pillar of its product identity. According to TechCrunch, the update introduces a redesigned video tab that places vertical content front and center, complete with algorithmic recommendations, enhanced creator tools, and new monetization options designed to lure talent away from competing platforms.
A Redesigned Video Tab That Borrows Liberally From Rivals
The centerpiece of the update is a revamped dedicated video feed accessible from the bottom navigation bar. Users who tap the video icon are now presented with an immersive, full-screen vertical experience that closely mirrors the interfaces of TikTok, Instagram Reels, and YouTube Shorts. Swiping up advances to the next algorithmically served clip; swiping right returns the user to the main timeline. The design language is unmistakable: X wants users to lose themselves in an endless scroll of short clips, just as they might on any of its competitors.
What differentiates X’s approach, at least in theory, is the integration of its text-based DNA. As TechCrunch reported, the new video feed surfaces threaded conversations alongside clips, allowing viewers to read and participate in discussions without leaving the full-screen experience. This hybrid model — video consumption layered with real-time commentary — is X’s attempt to argue that it offers something the pure video platforms do not: context and discourse.
Creator Monetization: The Arms Race for Talent
No vertical video strategy can succeed without creators, and X appears to understand that the battle for content talent is ultimately a battle over economics. The February update introduces an expanded revenue-sharing program for video creators, building on the ad-revenue sharing initiative X first launched in 2023. Under the new terms, creators who meet certain follower and view thresholds can earn a larger percentage of the advertising revenue generated against their content. X is also testing a tipping mechanism specifically tied to individual videos, allowing viewers to send small payments directly to creators they enjoy.
These moves come at a time when creator compensation across the industry remains a contentious subject. TikTok’s Creator Fund has been widely criticized for its low per-view payouts, and while YouTube Shorts has offered more competitive rates, many creators still report that short-form video pays a fraction of what long-form content generates. X’s bet is that by offering a more generous split — and by pairing it with the platform’s existing subscription infrastructure through X Premium — it can attract mid-tier creators who feel undervalued elsewhere.
The Strategic Context: Why Video, Why Now
X’s intensified focus on vertical video does not exist in a vacuum. The move comes amid continued uncertainty surrounding TikTok’s future in the United States. Although TikTok has continued to operate following multiple rounds of legislative and legal challenges, the persistent threat of a ban or forced divestiture has created an opening that competitors are eager to exploit. Meta’s Instagram and Facebook have aggressively promoted Reels, YouTube has poured resources into Shorts, and Snapchat has expanded its Spotlight feature. X, which was comparatively late to the vertical video trend, is now attempting to close the gap.
There is also a financial imperative. X’s advertising revenue, which cratered in the months following Musk’s acquisition due to advertiser boycotts and brand safety concerns, has been on a slow recovery path. Video advertising commands significantly higher CPMs (cost per thousand impressions) than display or text-based ad formats. By growing its video inventory, X can offer advertisers the kind of premium, attention-grabbing placements that justify higher spending. The company has reportedly been pitching major advertising agencies on its new video capabilities in recent weeks, emphasizing improved brand safety controls and third-party verification partnerships.
User Behavior and the Attention Economy
The shift toward video also reflects broader changes in how people consume content online. According to data from eMarketer, the average U.S. adult now spends more time watching digital video than any other form of online media, with short-form vertical video accounting for a growing share of that total. For X, which built its reputation on the 140-character tweet, adapting to this reality has required a fundamental rethinking of what the platform is for.
That rethinking has not always gone smoothly. Earlier attempts to promote video on X — including the introduction of a dedicated video tab in 2024 and the integration of longer-form video uploads — met with mixed results. Critics argued that X’s infrastructure was not optimized for video delivery, leading to buffering issues and inconsistent playback quality. The February 2026 update reportedly addresses many of these technical shortcomings, with improvements to video compression, faster load times, and support for higher-resolution uploads up to 4K.
The Competitive Landscape Is Crowded and Unforgiving
Even with these improvements, X faces formidable headwinds. TikTok, despite its regulatory challenges, remains the dominant force in short-form video, with over one billion monthly active users globally. Instagram Reels benefits from Meta’s massive advertising infrastructure and its integration with the broader Instagram and Facebook family of apps. YouTube Shorts, meanwhile, has the advantage of being attached to the world’s largest video platform, giving creators a natural pathway from short-form to long-form content — and the monetization that comes with it.
X’s monthly active user base, while still substantial, has fluctuated since the rebrand. Various third-party estimates have placed the figure somewhere between 500 million and 600 million, though the company has disputed some of these numbers. More critically, engagement metrics — particularly time spent on the platform per session — have been a point of concern. Vertical video, with its addictive swipe-to-advance mechanic, is widely seen as one of the most effective tools for increasing session duration, which helps explain why X is investing so heavily in the format.
Algorithmic Discovery and the Content Graph
A key element of the updated video experience is a revamped recommendation algorithm. As TechCrunch noted, X is now placing greater emphasis on interest-based discovery rather than purely follower-based distribution. This means that a video from a creator with a relatively small following can surface in the feeds of millions of users if the algorithm determines it aligns with their interests. This approach, which TikTok pioneered with its “For You” page, has proven to be a powerful mechanism for both user engagement and creator growth.
The shift carries risks, however. Interest-based algorithms have been criticized for creating filter bubbles and for amplifying sensational or misleading content. X, which has already faced scrutiny over its content moderation practices under Musk’s ownership, will need to demonstrate that its recommendation engine can surface compelling video without exacerbating misinformation or harmful content. The company has said it is investing in AI-powered content moderation tools, though details remain sparse.
What This Means for X’s Long-Term Identity
Perhaps the most interesting question raised by X’s vertical video push is what it says about the platform’s evolving identity. For years, Twitter was defined by its text-first format — a place for breaking news, political commentary, and cultural conversation. Under Musk, X has tried to be many things: a payments platform, a subscription service, a long-form publishing tool, and now a video-first entertainment destination.
Whether these ambitions are complementary or contradictory remains an open question. Some industry analysts have argued that X’s strength lies precisely in its text-based, real-time nature, and that chasing TikTok’s model risks diluting what makes the platform distinctive. Others counter that in an attention economy increasingly dominated by video, any platform that fails to offer a compelling video experience risks irrelevance.
What is clear is that X is not content to remain a microblogging service with video bolted on as an afterthought. The February 2026 update represents the most aggressive step yet in the platform’s transformation into a multimedia destination. Whether users and creators will follow — and whether advertisers will fund the vision — will determine whether X’s vertical video bet pays off or becomes another in a long line of features that failed to change the competitive calculus.
For now, the race for vertical video supremacy continues, and X has made clear it intends to be in the fight.