How X, Meta, and Bluesky are taking advantage of the TikTok ban

Social media companies Meta, X, and Bluesky are all trying to capitalise off the TikTok ban in the United States by launching their own video editing tools and vertical video feeds. 

Elon Musk’s X on Sunday said it was adding a video tab for users in the US to let them have quick access to video content on the site.

“An immersive new home for videos is rolling out to users in the US today,” the company said in a post on Sunday.

Some X users reacted to the news by saying: “Video reels on X will be the new TikTok”.

Those on Musk’s platform could already scroll through short videos but the new tab allows just videos to be shown.

Meta also announced on Sunday that it would launch a new video editing app called Edits.

Meta’s video editing app

While it is not a direct TikTok rival, it is a competitor to CapCut, the video editing app from TikTok owner ByteDance, which was also removed from Apple’s App Store and Google Play Store due to the US ban. 

“Today we’re announcing a new app called ‘Edits,’ for those of you who are passionate about making videos on your phone,” said Instagram chief Adam Mosseri on Threads. 

“There’s a lot going on right now, but no matter what happens, it’s our job to provide the best possible tools for creators,” he wrote, adding that it would launch next month on iOS and later on Android. 

Mosseri said the app will have tools such as a high-quality camera and the ability to send draft videos to others. It will also allow the video creator to see how their content is performing on Instagram.  

Bluesky’s custom video feed

Bluesky also announced it was joining the trend in a post on Sunday: “We had to get in on the video action too – Bluesky now has custom feeds for video!”

The feature in the ‘Explore’ tab allows users to swipe up to see more videos. Users can also pin a video feed on their home screen or add it to a list of personalised feeds. 

In addition, creators can upload videos but they are restricted to being only 59 seconds long. 

As uncertainty over ByteDance and its apps looms, Bluesky saw its users grow to 28 million this weekend. 

The Chinese firm chose to shut down its services in the US on Sunday, cutting off access to its apps such as TikTok in the US. 

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It comes after the US Supreme Court voted to uphold a law that banned TikTok over national security concerns and its links to China. 

ByteDance said on Sunday it was in the process of reinstating user access to TikTok after President-elect Donald Trump, who will be sworn in on Monday, said he would try to pause the ban on his first day in office.