X Adds Text and Emoji Overlays to Video Uploads

X has added a new video editing feature that allows iOS users to place text and emojis directly over video clips before posting them. The update expands the platform’s native creation tools as X continues to build out its video capabilities.

The feature provides a relatively simple editing option: users can upload a video and add text or emoji elements over the footage. While limited compared with the editing suites available on other social platforms, the addition gives creators another way to customise video posts without relying on third-party applications.

The move comes as X continues to pursue a larger role for video on the platform. Former CEO Linda Yaccarino repeatedly described X as a potential “video-first platform” in 2024, pointing to growing video consumption and the company’s plans to increase both production and viewing.

X subsequently introduced an updated video editor and experimented with original video programming, including projects involving high-profile personalities. However, much of that programming failed to establish a significant audience and has since received limited attention.

Video consumption on X has nevertheless increased, reflecting a broader shift across social media as users create and watch more video content. The platform has also adjusted its recommendation systems to give greater visibility to video posts, potentially increasing their contribution to overall time spent on the service. The latest editing feature is therefore less a major change to X’s video strategy than another incremental step in developing its creator tools.