X introduced a “React with video” reply option on iOS, which will make it easier for X users to respond to a post with video commentary.
The feature is now available in the post reply options, and will open a new recording window that can be placed over the original post, with the front-facing camera activated and ready to film a video response.
Users will be able to overlay their selfie video over the original post, or choose the split-screen formatting option, providing a direct, native means to film video replies, with an on-screen post to provide more context.
Nikita Bier, X’s head of product, said the new option will better enable X users to engage with content.
As per Bier: “Commentary is one of the most important pillars of X. And sometimes the best way to share your thoughts is with video.”
Commentary certainly is a key element. In 2023, X’s former CEO Linda Yaccarino said that of the 500 million posts shared in the app every day, 300 million of them are quote posts and reposts. That means that the majority of activity in the app comes in replies to content, with only 20% of its daily activity coming from original posts.
As such, this could be a valuable option, so long as X users feel comfortable in front of the camera.
That’s probably the biggest impediment to its adoption. Then again, in the TikTok era, responding to content with overlaid video takes has become a more commonplace approach to replies, as has using a green screen recording option to present reference material within the same display.
X has also seen an increase in video activity of late. That could make this a more valuable option, driving more video interaction, and potentially more engagement activity in stream.
