Doha: X Platform has announced the launch of a built-in video editor inside its iPhone app, equipped with a new interface that combines recording and editing tools.

According to Qatar News Agency, the move aims to encourage users to produce and publish original video clips rather than reposting circulated clips from other platforms. The update includes a range of new features, including video recording with the "Green Screen" technology, adding multilingual explanatory captions with the ability to customize their appearance, in addition to a simplified interface that enables them to create, edit and publish videos directly within the app.

Nikita Bier, the platform's head of product, said enabling content creators to produce original work is one of the company's priorities, stressing that the platform intends to roll out further improvements to the video editor in the weeks ahead. He added X is also working on rebuilding its Android app, which makes it likely that the new video editor will arrive on that platform soon enough.

The update comes as part of a broader plan to strengthen the presence of video within the platform, as the firm tested over the past two years a dedicated video tab in the navigation bar, and signed agreements to provide original video content. Last month, it launched a feature allowing users to record video reactions.

The platform had previously stated that it reduces the visibility of reposted posts and content coming from other platforms, urging users to record original video clips in their own voices, as part of X's efforts to increase exclusive content within the platform. Former platform CEO Linda Yaccarino had said in 2024 that X had become a "video-first platform", pointing to significant growth in video views, reflecting a shift in user behavior.

The company's interest in original content isn't limited to attracting users only, but also extends to supporting the development of the Grok artificial intelligence model, which bets on its training on public content posted on X, giving original clips additional importance within the company's future strategy.