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X Executive Reveals Many Large Accounts 'Copy' Others' Videos to Boost Engagement

X's Head of Product admits a vast amount of video content on the platform, especially from high-follower accounts, is re-uploaded from others, posing a problem for user experience.

The story began when X (formerly Twitter) launched a new feature for iOS users, allowing them to fully edit videos within the app, with tools similar to popular short video apps like TikTok. This change led some users to comment that X was trying too hard to be TikTok, until Nikita Bier, X's Head of Product, posted a clarification, revealing interesting insights into the platform's video ecosystem. Bier admitted that currently, more than half of the posts seen on X are videos. However, the big problem is that videos from large accounts with many followers are mostly re-uploads of other people's content to generate engagement. He pointed out that old videos, more than 5 years old, are being dusted off and going viral again. X believes that re-uploading content in this manner degrades the overall user experience. This problem is not new. Bier had previously mentioned this issue, stating that the team detected many large accounts "systematically re-uploading content from smaller accounts" to generate revenue from X's ad revenue sharing program without crediting the original creators. An exposed example is the news account Disclose.tv, with nearly 2 million followers, which was accused of using a journalist's video, removing the watermark, and re-posting it to gain views. Therefore, X's addition of video editing tools to the app might not just be an attempt to follow TikTok, but an effort to address the root cause by encouraging users to create their own original video content directly on the platform. This would improve content quality and foster a better environment for the revenue sharing program in the long term.