X highlights video theft by top accounts while unveiling new video features.

Nikita Bier, the head of product at X, shared in a recent post that many videos from popular accounts are often just repurposed content from other users, sometimes resurfacing years after they first gained traction. He highlighted that videos on the platform account for nearly half of all impressions. To combat this issue of “recycled content,” X is rolling out a new in-app video editor and recorder, aiming to foster original content that isn’t found on other platforms.

The new video features are now live on X’s iOS app and include options for adding captions in various languages and a “green screen” function that allows users to incorporate custom backgrounds using images or posts from their camera roll. Bier’s announcement also showcased tools for trimming videos and automatically generating captions, with the green screen functionality reminiscent of features available on Instagram and TikTok.

These enhancements are part of X’s ongoing effort to motivate users to create original content. Earlier this year, Bier noted that his team had pinpointed several large accounts that were systematically reuploading others’ content to exploit X’s revenue-sharing program, stating that impressions from such posts would now be credited to the original creators. In a previous announcement, he mentioned that X would be reducing payouts to accounts sharing “stolen reposts and clickbait.” With the introduction of these new video tools, Bier emphasized that creators who focus on original content will see their accounts grow more rapidly than those who don’t.