X Unveils ‘React with Video’ to Empower Creators

On Tuesday, Elon Musk’s social media platform, X, introduced a new functionality titled “React with Video,” designed to diversify the modes of commentary available to its user base. Marketed as a distinct alternative to the traditional Repost button, the tool invites users to move beyond simple resharing or text-based Quote Posts by recording video responses to existing content. This update appears strategically aimed at content creators, many of whom cultivate their personal brands by engaging with and critiquing the work of others. The platform seems particularly well-suited for news influencers seeking to build reputations through their perspectives on current events and political developments.

Highlighting the significance of this update, X’s head of product, Nikita Bier, stated, “Commentary is one of the most important pillars of X. And sometimes the best way to share your thoughts is with video.”

Initially accessible on iOS, the company confirmed that the feature will be deployed on Android and web platforms in the near future. In a statement to TechCrunch, an X spokesperson noted that the company views this tool as a novel method for creators to engage with their communities. By utilizing facial expressions and vocal tone, creators can receive more nuanced feedback from their audience, while also allowing themselves to integrate more deeply into ongoing discussions.

This launch follows a period of significant structural and policy shifts for the platform that have directly affected its creator ecosystem. In April, X announced plans to discontinue its Communities feature to prioritize direct user connections. The company also attempted to modify its revenue-sharing model, though some of these changes were reversed following user backlash. Additionally, X has introduced “Paid Partnership” labels, tested product-linked ad formats, and revamped Creator Subscriptions with new capabilities such as exclusive threads and shareable cards. Earlier this year, the platform also tightened its monetization policies by reducing payouts for accounts that distribute low-value or clickbait content.

According to SpaceX’s S1 filing, X’s user base reached 550 million as of March 2026, an increase from the 520 million users recorded in December 2025.

Source: TechCrunch Generated at: 2026-06-02 14:46:28 UTC