TikTok enjoys a temporary stay on its ban thanks to an eleventh-hour intervention by President Trump, rival platforms X (formerly Twitter) and Bluesky are scrambling to position themselves as potential heirs to the short-form video throne.
Both social media platforms have unveiled dedicated video feeds, seemingly overnight, in what industry insiders are calling a “video land grab.” This rapid deployment of video-centric features comes as uncertainty still looms over TikTok’s long-term fate in the United States.
X, not to be outdone by its newer competitor, has rolled out a video tab in its bottom navigation bar for U.S. users. This move aligns with X’s claim of being a “video first” platform, backed by a reported 40% year-over-year increase in video views.
Meanwhile, Bluesky, the decentralized social media upstart, has introduced its own vertical-swiping video feed. In a nod to its ethos of user control, Bluesky’s video feed will be customizable based on individual preferences and community choices.
The timing of these launches is no coincidence. As TikTok’s future hangs in the balance, despite the temporary reprieve, X and Bluesky are clearly positioning themselves to capture market share should the popular Chinese-owned app face further regulatory challenges.
This sudden emphasis on video features by both platforms underscores the high stakes in the social media landscape, where user engagement is king and video content reigns supreme. As the dust settles from this latest development in the TikTok saga, one thing is clear: the battle for short-form video dominance is far from over.