How X, Bluesky, and Instagram are making a play for the short-form video throne
The moves show just how diverse their strategies are to capture new audiences.
TikTok’s shaky status in the U.S. has opened the door for rivals to jump in, and platforms like Bluesky and X (formerly Twitter) aren’t wasting any time. While TikTok is back online for now, the competition is already heating up as other platforms scramble to capture its audience.
For example, X just launched a new “Video Tab” in its app, making it easier to dive straight into videos. No more picking a random video to start scrolling—this new tab, accessible via a play button icon, serves up a personalized feed of trending content across sports, news, and entertainment.
Previously, users had to tap into individual videos and scroll manually; now, the experience starts the moment you enter the tab. It’s a solid idea, even if X’s overall video strategy (looking at you, TV app) still feels a little half-baked.
Credit: X
Meanwhile, Bluesky is also jumping on the vertical video trend with its own spin. The platform’s new “Trending Videos” feature lets users swipe through customized feeds tailored to specific hashtags.
By leveraging customizable hashtags like #BookSky—Bluesky’s playful take on TikTok’s popular “BookTok” community—users can curate their video timelines. "We had to get in on the video action too," Bluesky quipped in its announcement.
Instagram isn’t sitting idle either. The Meta-owned app recently launched "Edits," a video editing tool clearly designed to take on TikTok’s CapCut. It’s another move from Instagram to lure creators looking for new tools to up their content game.
According to Instagram head Adam Mosseri, Edits will feature a broader range of creative tools and a design that caters to a slightly different audience than CapCut’s.
All these updates dropped within hours of each other, making it clear that the race to dominate short-form video is in full swing.
While Bluesky has focused on customization, X on streamlined feed, Instagram is emphasising on creator tools showing just how diverse the strategies are.
