As TikTok faces ongoing challenges in the U.S., competitors are capitalizing on the uncertainty by introducing their own vertical video feeds. Bluesky, a decentralized platform, and X (formerly Twitter) have both launched features reminiscent of TikTok’s signature vertical scrolling interface. These moves come at a pivotal moment, as the U.S. government contemplates further restrictions on ByteDance-owned apps.
Bluesky, an emerging decentralized social media platform, announced its vertical video feed feature on January 19, just before the temporary U.S. ban on TikTok. The new feed, accessible via the Search tab in Bluesky’s mobile app, includes a “Trending Videos” section. Users can customize their experience by pinning the video section to their home screen or integrating it into their personalized feed list.
Bluesky’s approach offers flexibility. Unlike TikTok, videos from standard feeds or posts are not automatically added to the video timeline. Instead, users have control over their video consumption. The vertical feed lets users swipe up to watch the next video, pause with a tap, and interact using options to like, comment, share, or repost. A three-dot menu provides additional features, such as copying or translating captions, muting threads or tags, and adjusting content recommendations.
To access this feature, Bluesky recommends restarting the app if the update is not immediately visible. The move signals Bluesky’s intent to compete in the evolving video-centric social media landscape.
X Joins the Video Race
Not to be outdone, X (formerly Twitter) launched its vertical video feed just an hour before Bluesky’s announcement. Dubbed “an immersive new home for videos,” the feature is currently limited to U.S.-based users.
X’s vertical video feed is accessible via a dedicated play button icon next to the Grok button on the homepage. Once inside the interface, users can explore videos in a TikTok-like scrolling format. The platform also provides options to cast videos to larger screens or minimize them while browsing other content.
Under Elon Musk’s ownership, X has been diversifying its offerings, and this new feature underscores the platform’s ambition to attract a younger, video-focused audience.
Instagram, a longtime rival of TikTok, is also adapting to the changing dynamics. In response to TikTok’s struggles, Instagram introduced a taller grid layout for profiles to better showcase vertical content. “Most photos and videos uploaded to Instagram are vertical,” explained Adam Mosseri, Head of Instagram. The new layout accommodates this trend by prioritizing rectangle-shaped visuals.
However, the change has not been universally welcomed. Many users expressed frustration, noting that the updated grid disrupted the aesthetic consistency they had curated. Mosseri acknowledged the feedback, stating that Instagram would work on improving thumbnail customization and provide tools to help users maintain their desired grid appearance.
In addition to the layout change, Mosseri announced a new video-editing app called Edits. The app aims to provide creators with a comprehensive suite of tools for crafting high-quality videos directly on their phones.
ByteDance Apps Face Legal Hurdles
The announcements from Bluesky, X, and Instagram coincided with significant developments for ByteDance, TikTok’s parent company. On January 19, Apple and Google temporarily removed ByteDance apps, including the popular video-editing app CapCut, from their app stores. This action was taken to comply with U.S. laws mandating that ByteDance divest its U.S. operations to a domestic owner.
While TikTok was reinstated shortly after, the future of other ByteDance apps remains unclear. The uncertainty has created an opportunity for competitors to fill the potential void left by TikTok, should further restrictions take effect.
The introduction of vertical video feeds by Bluesky, X, and Instagram highlights the growing importance of short-form video content in social media. TikTok’s pioneering format has become the standard for engagement, influencing platforms across the industry.
Bluesky’s decentralized model offers a unique angle, emphasizing user control and customization, while X leverages its established user base to integrate video content seamlessly. Meanwhile, Instagram continues to innovate with tools like Edits to support creators and attract audiences.
The social media landscape is undergoing significant shifts, driven by both regulatory challenges and evolving consumer preferences. TikTok’s uncertain future in the U.S. has spurred competitors to innovate and capture market share in the short-form video space.
Bluesky and X’s forays into vertical video feeds signal a new era of competition, while Instagram’s strategic updates aim to retain its position as a leader in visual content. As the battle for user attention intensifies, these platforms are likely to continue introducing features that redefine the way we engage with video content online.
