X's Big Bet: Can a Text Platform Win the Vertical Video War?

In 2026, X is no longer just the platform formerly known as Twitter. Its latest overhaul, launched in February, makes one thing undeniable: the company is chasing the vertical video revolution with everything it has. The move is a stark pivot for a service built on 280-character posts, signaling that short, swipeable clips are now central to its future.

The redesigned app features a prominent video tab that delivers a full-screen, algorithmically-driven feed nearly identical to TikTok or Instagram Reels. Swipe up for the next clip; swipe right to return to your timeline. The imitation is deliberate. But X insists it brings something unique to the format: its text-based roots. The new video player surfaces threaded conversations alongside clips, aiming to blend video consumption with real-time discussion.

To attract creators, X is expanding its revenue-sharing program, offering a larger cut of ad money and testing direct video tips. This push comes as many creators express frustration with the payouts on rival short-video platforms. X’s financial motivation is clear. Video ads command higher prices than traditional formats, offering a path to recover advertising revenue that faltered after Elon Musk's acquisition.

The timing is strategic. With TikTok's operational future in the U.S. perpetually under a cloud, competitors see an opening. X, once a latecomer, is now investing heavily to catch up to Meta and YouTube. The company has reportedly been assuring advertisers of improved brand safety controls as it pitches this new video inventory.

Success is far from guaranteed. X must prove its infrastructure can handle high-quality video streaming and that its algorithms can promote engaging content without amplifying harmful material. More fundamentally, it must convince users that a platform synonymous with text can also be a home for immersive video. The February update is X's loudest statement yet that it's willing to transform to find out.