X unveils new video tools, accuses top accounts of video theft

X’s head of product, Nikita Bier, made waves on Monday by calling out a widespread problem on the platform: viral videos that are frequently reposted without credit. In a post, Bier claimed that “[m]any videos from top accounts are simply stolen from other users, sometimes 5 years after they originally went viral.” He highlighted that videos now account for “close to half the impressions on X,” making the issue of recycled content particularly damaging to the platform’s originality. To tackle this, X is rolling out a new in-app video editor and recorder, designed to encourage creators to produce fresh material. Bier explained that the goal is to ensure “some videos on X can finally be original content that doesn’t exist on other platforms.”

According to earlier reporting from TechCrunch, these new video tools are already live on X’s iOS application. They include features such as overlaying captions in multiple languages and a “g…” option, which likely refers to additional editing capabilities. By giving users a built-in way to create and polish videos directly within the app, X aims to shift the culture away from stolen reposts and toward authentic, platform-first content. The move signals a broader push to differentiate X from competitors by fostering a community of original creators rather than passive aggregators.