David Bridges
X is on the verge of launching an exciting new feature: a dedicated button positioned on the bottom function bar of the app that allows users to access an immersive video feed with just a single tap. This enhancement is set to significantly streamline user interaction, making video content more readily available and engaging for its audience.
In the visual shared by app researcher @p4mui, you can observe the proposed redesign of X’s bottom function bar, which now features a new icon for Grok, its AI-driven chatbot, alongside a quick-access button to its full-screen video feed. This change demonstrates X’s commitment to enhancing user experience by integrating AI technology and video accessibility seamlessly.
Given X’s positioning as a “video-first platform,” this upgrade is a logical step forward. However, it’s important to note that the app won’t automatically default to the video feed upon opening, which might limit its perceived functionality as a dedicated video platform initially.
Nonetheless, this update signifies a stronger emphasis on video content, as X continues to enhance its portfolio of original video programming. This strategic focus is becoming increasingly vital for their business model, especially concerning user engagement and targeted advertising opportunities, which are essential for revenue growth.
It’s worth noting that X has been exploring this trajectory for a considerable time. An early prototype of the updated lower function bar was observed during testing back in January of the previous year, indicating that they have been committed to refining user interaction with video content for a while.
In the earlier iteration, there was no dedicated Grok button, limiting the lower function bar to just five icons. The current version expands this to six, with the video button set to replace the “Groups” tab, highlighting X’s evolving strategy to prioritize video content in its user interface.
This change also opens up interesting discussions regarding user interface (UI) design choices.
In the past, the management team at Twitter was quite cautious about adding too many function buttons to the lower panel, fearing it might lead to a cluttered user experience. For example, when Twitter introduced the “Moments” feature in 2015, there was extensive internal debate about whether to incorporate a Moments tab within the lower panel.
Ultimately, they did include a lightning bolt icon for Moments, but it was removed just a year later in favor of the “Explore” button. Since then, the platform had maintained a maximum of five tabs, but X’s recent changes may impact user engagement positively or negatively depending on how users adapt to this new layout.
However, if X genuinely wants to solidify its position as a video-centric platform, it must find effective methods to prioritize video content in user interactions and experiences.
Currently, users can access X’s full-screen video feed by expanding any in-stream video and swiping up to view the next clip. While this functionality exists, it is not particularly intuitive. Given the significant rise in video consumption—X reports a remarkable 40% increase in video views year-over-year—it’s clear that implementing a more straightforward video viewing option is a logical progression for the platform.
Assuming this feature is officially launched, it will mark a significant enhancement for users.
There’s a possibility that this new tab could be an exclusive feature for X Premium members, which may limit its accessibility and usage among the general user base.
Regardless of the specifics, this development serves as a clear indication of X’s commitment to video content, which should be carefully considered in your own X content strategy and planning efforts.
Ivy Caldwell
Maya Kensington
