X and Bluesky are rolling out vertical video feeds as major social media platforms are seizing the moment to expand their video capabilities, amid restrictions confronting ByteDance’s TikTok and Lemon8. Meta is also introducing advanced editing tools to attract displaced users.

Platforms Rush to Fill Video Void

X announced its latest feature on Sunday, Jan. 19: “an immersive new home for videos” available to U.S. users. The update adds a dedicated video tab to the app’s bottom navigation bar, enabling users to explore video content seamlessly.

This move builds on X’s existing vertical scroll functionality, which allows users to browse videos within their timeline. The change reflects X’s broader strategy to enhance its video offerings, particularly as ByteDance’s apps face growing restrictions.

Meta, Bluesky Join Video Push

Meta has entered the fray with “Edits,” a video editing app that aims to rival ByteDance’s CapCut. The tech giant said the app will offer creators advanced tools to refine their content and appeal to a broad audience of video enthusiasts.

Bluesky, another rising social media competitor, has also launched a custom feed exclusively for vertical video content. 

“We had to get in on the video action too — Bluesky now has custom feeds for video!” the company wrote in a post. “Like any other feed, you can choose to pin these or not. Bluesky is yours to customize.” The update has added a new video feed under the search tab that provides a timeline of trending videos on the platform. 

TikTok Ban Uncertainty Fuels Innovation

The restrictions on ByteDance apps may be short-lived. President Trump is expected to sign an executive order that could override the recent Supreme Court ban. However, social media platforms continue to enhance their video capabilities amid the uncertainty.

X Expands Video Strategy

X’s video initiative extends beyond mobile applications. Last year, the company launched a standalone television app featuring content from various organizations and creators. The new mobile video tab represents X’s latest attempt to create a dedicated space for video content, following earlier experiments spotted by app reverse engineers but never officially announced.