X rolls out React with Video for creator replies
X launched React with Video, a feature that lets users reply to posts with video responses instead of text. The tool is aimed at creators who want to engage with fans and viral moments through short-form video. X said the feature will roll out globally over the next several weeks to all users. Video replies appear inline with the original post and can be shared separately. The launch comes as X continues to push video content in an effort to retain creators who might otherwise post on TikTok or Instagram.
THE BREAKDOWN
Video replies give creators a new surface for sponsored engagement. A brand that buys a main post can now negotiate a package that includes follow-up video replies to fan questions or criticism. Agents should price video replies as separate deliverables with their own usage terms, since they can be clipped and shared outside the original thread. Brand managers should monitor whether video replies drive higher engagement rates than text replies and adjust creator briefs to include reaction content. X's ad product team will likely introduce pre-roll or mid-roll ads on video replies if adoption is strong, which would create another revenue split to negotiate.
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