X has introduced a new video editing and recording interface for iOS users as part of its wider push to encourage more original creator-made video on the platform.

The update follows the company’s recent livestream studio launch and includes automated captions in multiple languages, editable visual styles and a green screen feature that allows creators to place custom backgrounds behind their videos. The backgrounds can be drawn from posts and photos stored in a user’s camera roll.

According to X product head Nikita Bier, video creation tools remain one of the platform’s biggest priorities, with more updates expected in the coming weeks. His comments suggest that X is continuing to invest in video as it tries to strengthen creator activity on the app.

The move also comes as platforms across the social media industry place greater emphasis on original content. Meta has recently made algorithm changes that favour original posts over reposts, and X appears to be heading in a similar direction.

Bier said video posts account for nearly half of impressions on X, but acknowledged that many of the most widely viewed clips are taken from other users. He said the company believes recycled content damages both the user experience and the business, pointing to a likely shift in how the platform may rank original video going forward.

X first pushed its “video-first” creator strategy in 2024, when then chief executive Linda Yaccarino and owner Elon Musk sought to position the platform as a competitor to TikTok and YouTube. That effort included original video series and livestreaming features, though the results have not yet translated into major gains in audience growth, brand partnerships or creator output.

Even so, the launch of the new editor and livestream tools shows that X is still trying to rebuild its video ecosystem. For creators and brands, the latest changes suggest a renewed effort to make the app more useful for producing and sharing original video content.