On Tuesday, Elon Musk-owned social network X rolled out a new feature, “React with Video,” that aims to expand the types of comments on the platform. The feature is presented as an alternative to the Repost button, encouraging users to not just repost or type their reaction via an offer post, but to actually record a video response to posts.
The feature is clearly aimed at creators, who often build their personal brands by commenting on other people’s content and sharing their own thoughts. X, in particular, could be offered to news influencers who want to gain notoriety for their hot opinions and reactions to current events or politics.
Announcing the feature, X’s head of product Nikita Bier he wrote“Commenting is one of the most important pillars of X. And sometimes the best way to share your thoughts is with video.”
The feature is currently available on iOS, and the company said it will roll out to Android and web “soon.”
An X spokesperson told TechCrunch that the company believes the feature could open up a new way for creators to connect with people. Creators will be able to receive richer feedback from their audience in the form of facial expressions and tone, for example, while creators themselves could use the reactions to become a bigger part of the conversation.
X has undergone several changes that have affected creators over the past few months. The company in April said it was scrapping its Communities feature to focus more on facilitating direct connections, and even tried to make changes to its revenue-sharing program with creators, some of which had to be delayed and reconsidered due to backlash. It has also released “Paid Affiliate” tags for creators and tested ad formats that would link posts to products.
The Creator Subscriptions feature has also been revamped, with new features like exclusive threads and shareable cards. And in April, X cracked down on clickbait by reducing payouts to accounts that run low-value content.
X had 550 million users by March 2026, as disclosed in SpaceX’s S-1 filing, up from 520 million in December 2025.
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