X has taken a significant step to enhance user engagement by launching its vertical video feed globally. The feature, which debuted in the United States earlier this week, is part of X's strategy to maintain user interest through video content, a tactic shared by many social networks. Accessible via a dedicated tab adjacent to the Grok button on the X app, this innovative feature is currently available exclusively on iOS devices, with Android users anticipating access in the near future.
The vertical video feed's rollout marks a progressive expansion beyond the U.S., reaching regions such as India, Australia, and several European markets. While X confirmed that the global expansion is "underway," the company has yet to announce a specific timeline for the Android launch. This move aligns with X’s previous introduction of a standalone TV app last year, designed to showcase content from creators and organizations, reinforcing its commitment to video-driven user engagement.
The new feature allows users to immerse themselves in short video clips seamlessly. By tapping on a video within the timeline, users can experience a continuous stream by swiping up—a functionality introduced by X in 2022. This feature, already popular among social media platforms, aims to captivate users by offering an uninterrupted flow of visual content.
The strategic placement of the vertical video feed reflects X's intention to prioritize video as a core component of its user experience. Positioned prominently next to the Grok button, the feature is designed for easy access and maximizes visibility. This aligns with X's broader objective to compete in the increasingly video-centric social media landscape.
X's efforts to keep users engaged through video content are evident in its diverse offerings. The standalone TV app introduced last year continues to play a vital role in delivering curated content from various creators and organizations. The introduction of the vertical video feed adds another layer to X’s multimedia strategy, underscoring its commitment to innovation and user engagement.
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