X announced on Friday, August 14, 2026, that iOS users can now add text overlays to their video uploads. An engineer at the company demonstrated the feature in a posted sequence, showing how users can place text and emojis directly over video clips before sharing them. The addition brings X’s editing toolkit a step closer to what’s already standard on other major social platforms.
A Slow Push Toward Video-First Ambitions
The update arrives years after former X CEO Linda Yaccarino first declared the platform’s intent to become “video-first,” pointing to rising video engagement among users as the driving force. That shift in consumption has indeed happened, but largely independent of any major overhaul from X itself. Broader industry trends, more creators producing video, and more viewers watching across social media generally, have fueled the increase, with X’s algorithm reportedly amplifying video posts to keep users on the app longer rather than through dedicated tooling.
Original Programming Struggles to Gain Traction
X’s attempts at original video content have had mixed results. A slate of celebrity-fronted shows launched last year, featuring names like Khloe Kardashian and Tucker Carlson, but most of these projects have quietly faded with little audience response. Alongside the new overlay tool, X has also rolled out an updated video editor featuring additional creation tools, including green screen recording capability introduced earlier this summer.
Despite these incremental additions, critics note that X still trails competitors when it comes to native video creation and editing features. The fact that basic tools like text overlays are only now being introduced underscores how far the platform still has to go to match the video capabilities offered elsewhere, even as it continues layering in new features one at a time.