The social media landscape is undergoing rapid change, with video content emerging as the dominant force in user engagement. As TikTok dominance faces uncertainty in the US due to potential bans and regulatory challenges, platforms like Bluesky and X (formerly Twitter) are seizing the opportunity to introduce new features aimed at capturing the growing demand for short form, vertical videos. This shift reflects a broader trend where video content is now at the heart of social media strategies, reshaping user experiences.

TikTok’s Struggles and the Opening for Competitors

TikTok has transformed digital content, particularly through its short form videos. However, the platform’s future in the U.S. has become uncertain due to ongoing regulatory scrutiny. TikTok’s parent company, ByteDance, could face requirements to divest parts of its U.S. operations or risk a ban. This uncertainty has created an opportunity for other social media platforms to fill the gap left by TikTok, capitalizing on its influence.

Bluesky and X are two key contenders, each rolling out new feed features that let users enjoy vertical video popularized by TikTok and Instagram Reels. By offering innovative video experiences, these platforms aim to attract users seeking alternatives to TikTok and capitalize on the current shift toward video centric social media engagement..

Bluesky’s Customizable Video Feeds

Bluesky, known for its decentralized model, has introduced a new feature allowing users to create personalized video feeds. This feature mimics TikTok’s “For You” feed, letting users curate content based on specific hashtags. Users can swipe through videos tied to particular interests, such as the #BookSky feed, inspired by BookTok—a community for book lovers.

This customization is central to Bluesky’s strategy, offering more control over users’ video experiences. The platform’s decentralized nature, built on the AT Protocol, also fosters innovation, enabling third-party developers to create alternative video-centric platforms. Projects like Tik.Blue, Skylight.Social, and Bluescreen.Blue offer more options for video focused content in the wake of TikTok’s uncertain future.

Bluesky’s entry into the video space reflects a broader trend in social media, with platforms increasingly incorporating video as a primary engagement tool. Bluesky’s customizable feeds aim to carve out a niche in this growing market by focusing on personalization and decentralization.

X (Formerly Twitter): Vertical Video and Revenue Generation

X is taking a more traditional approach by adding a dedicated vertical video feed. This feature, launched first in the U.S. and now expanding globally, competes directly with TikTok by offering users a personalized feed of vertical videos. Accessible via a “Video Tab” in the X app, it provides users with video content across various topics, from sports to entertainment and news.

X’s decision to invest in video content comes at a pivotal moment under Elon Musk’s ownership. The rebranding from Twitter to X has sparked debates about the platform’s direction, but the focus on video aligns with industry trends. The video feed enables users to scroll through short-form videos, similar to TikTok and Instagram Reels.

A key aspect of X’s video feed is its monetization strategy. X plans to insert ads between videos, generating revenue from user engagement with content. This approach mirrors strategies used by other platforms. X’s video feature is expanding globally, with a focus on regions like India, Australia, and Europe, where video consumption is on the rise.

X’s push into vertical video is not new; the platform launched a standalone TV app in 2022 and has long allowed video engagement in timelines. The dedicated video feed expands X’s efforts to become a destination for video content and compete with platforms like TikTok.

Beyond Bluesky and X: Instagram’s Push for Video Innovation

Meanwhile, Instagram has also entered the video space with a new video editing tool that competes with CapCut, the editor popularized by TikTok. CapCut is widely used by TikTok creators to enhance videos, making it a key part of the TikTok experience. Instagram’s new tool, introduced shortly after TikTok’s video editor faced temporary disruption in the U.S., aims to offer similar functionality for users to create and edit videos directly on the platform.

Instagram’s move reflects the growing importance of video content creation and editing in social media. By providing an integrated video editor, Instagram keeps users within its ecosystem, reducing the need for third-party apps. This tool strengthens Instagram’s position in the video content space, allowing users to create high-quality videos without leaving the platform.

The Future of Social Media Video

The rise of video-first features on platforms like Bluesky, X, and Instagram signals a shift in social media. Video content is now central to user engagement, not just a supplementary feature. As TikTok faces uncertainty in the U.S., other platforms are enhancing their video capabilities to offer users new ways to discover, create, and consume content.

The competition for dominance in the video space is intense. Bluesky’s customizable video feeds, X’s vertical video tab, and Instagram’s video editing tools are all vying for user attention. As platforms invest more in video-first experiences, the future of social media will likely be defined by the quality, variety, and personalization of video content. Platforms that balance user engagement, customization, and monetization will emerge as leaders. Looking ahead, we can expect further innovations in video features as companies experiment with new ways to engage users. Whether through decentralized networks like Bluesky or established platforms like X and Instagram, video content will remain the heart of social media’s evolution, offering users more ways to create, share, and consume content.

Reference: TheVerge, TechCrunch