X, the social media platform formerly known as Twitter, has rolled out a new ‘React with Video’ feature that allows users to post short video responses directly to any post. The tool, announced this week, is designed to make interactions more dynamic and give creators a richer way to engage with their followers. Users can now record a video reaction from the reply composer, which will appear as a threaded video comment.
The update comes as X continues to pivot toward creator-centric tools, following the introduction of longer videos and subscription-based monetisation. For UK creators, this could open up new opportunities to build personal brands and drive audience loyalty. However, the feature also raises significant moderation challenges. Unlike text replies, video content is harder to scan automatically for hate speech, misinformation, or copyright infringement.
The UK’s Online Safety Act, which comes into full force later this year, will require platforms like X to proactively tackle illegal and harmful content. The Information Commissioner’s Office (ICO) has also warned that video features may collect biometric data—such as facial expressions or voice patterns—which could fall under stricter consent rules. “Any platform processing biometric data must have a clear lawful basis and provide transparent privacy notices,” an ICO spokesperson said.
From a business perspective, the feature could help X compete with TikTok and Instagram Reels for advertising revenue. Yet UK advertisers may be cautious if moderation gaps lead to brand safety risks. Meanwhile, if X uses AI to recommend or moderate these video reactions, it may also need to comply with the EU AI Act, which classifies social media recommendation systems as high-risk. British firms using X for marketing should review their data protection impact assessments.
Dr. Priya Sharma, a digital ethics researcher at the University of Cambridge, commented: “Video reactions offer creative potential, but without robust safeguards, they could amplify toxic behaviour or be exploited for deepfakes. UK regulators must ensure platforms like X embed safety by design, not just after problems emerge.” The feature is rolling out globally, including in the UK, and will be available to all users in the coming weeks.