Recently, X has once again made a big move: officially launching the [X Originals] brand, striving to create its own original video universe. But the question is, is this really a new opportunity for content creators, or is it another short-lived "social platform ambition"? This article will give you a comprehensive analysis of X Originals' latest layout, and tell you how as a creator/marketer/enthusiast you can participate in it and seize the dividends.
What is X Originals?
X Originals is an original video content collection brand launched by the X platform. Its goal is to cooperate with big Vs and celebrities on the platform to produce exclusive programs and series of content.
According to official data:
Currently, 17 series and 300+ episodes of content have been launched
The regions involved include the United States, Japan, the Middle East, etc.
Popular fields: sports, pop culture, finance, politics, fighting, investment, entertainment interviews
Celebrities who have appeared or collaborated so far include:
Khloé Kardashian's talk show "Khloé in Wonderland"
From the Desk of Anthony by investor Anthony Pompliano
WWE's weekly short program "WWE Speed"
NBA Retired Players League Big 3
Rap battle show "Verzuz" (preparing to return)
Series featuring Tucker Carlson, Don Lemon, Tulsi Gabbard, and other political figures (some have been discontinued)
This is not the first time that X has tried content integration. In the past, Twitter has live-broadcasted NFL, NBA, MLB and other events, and has also tried to synchronize with TV programs, but the results were mediocre because user habits did not form a closed loop.
X's Dilemma: It's Not a "Video-First" Platform
Although X claims to be "video-first", the current product experience still tends to be traditional social:
The homepage of the app is not a video stream (unlike TikTok and YouTube Shorts)
Video is an additional function, you need to actively click to enter
No content recommendation algorithm (such as the For You page)
Therefore, X is currently more of a "second screen experience": users are used to watching TV/live broadcasts while browsing discussions on X, rather than watching the entire content on X.
This directly limits X's development in content immersion experience and makes it difficult for it to become a true video content main battlefield.
X Originals' potential: community + content linkage
Despite this, X still has a potential killer feature: the "content + real-time community discussion" linkage experience.
Imagine this:
You watch a WWE match on X, and here are the hot comments from fans, players, and anchors
Or watch the investment show and ask questions to Pompliano himself.
It is more likely to create participatory video content such as "vote while watching" and "ask questions while broadcasting"
This is something that YouTube and Netflix cannot do for now, and this is exactly what X wants to create a differentiated content ecosystem.
How can you get involved as a content creator/brand?
If you are a content creator, marketer, or brand owner, the following methods are worth considering:
1. Try to apply for X Originals cooperation opportunities
Although X Originals is currently planned by the government, it is very likely that the "creator proposal" channel will be opened in the future. Preparing a program plan that is topical, interactive, and has strong community stickiness will be a stepping stone for the future.
2. Make good use of the "video + community" combination strategy
Even without an official contract, you can still make your own short video programs or content series and release them online at fixed times. At the same time, you can promote interactions in the comment area and voice connections in Spaces to create a "chatting while broadcasting" content atmosphere.
3. Track and leverage hot shows
For example, when programs such as WWE, Verzuz, and Big 3 Return are released, using topics, clips, and commentary to gain popularity can also drive exposure and fan growth.
4. Observe whether X will launch a profit-sharing mechanism for video creators
Once X opens up incentive mechanisms for video creation (such as TikTok's creator fund and YouTube's advertising revenue sharing), it will be a "beachhead period" for content creators.
How can ordinary creators participate in X's video ecosystem?
Currently, "X Originals" still prefers celebrity collaborations and targeted contracts, but you can still take advantage of this wave of video trends as a creator. Here are a few possible paths:
1. Create lightweight original videos based on popular community content
For example:
Sports commentary/recap (WWE, NBA, NFL, fighting and other hot topics)
Interpretation of business hot spots (refer to Anthony Pompliano's interview model)
Popular culture mashup + opinion output (KOL editing/commentary content)
The recommended video length is 1-5 minutes, which is in line with the short content consumption habits of current users.
2. Take advantage of the topic and create an interactive mechanism of "watch and chat"
You can actively start live interactions, topic tweets, and video editing when the program is broadcast, and use the platform's core "comment field" function to create secondary content.
For example:
WWE Speed broadcasts the best moves and tweets them simultaneously
A tactical analysis of All-In with the Boston Celtics
Repost the original video and include your opinion + barrage interaction
3. Application and cooperation for content program participation: Content creators can follow the official creator cooperation channel
Although most of the current "X Originals" signed are celebrities or institutions, X may open more participation plans to high-interaction content creators in the future, such as:
Content Reward and Profit Sharing Mechanism
Official recommended resources
Original content incubation cooperation (especially in sports and finance verticals)
It is recommended to follow the official X Creators account and apply for certification and demonstrate content capabilities through the X for Professionals page.
Suggestions for creators to enter the market (including strategic paths)
1. Account strategy optimization: Use real profile pictures + short positioning phrases (such as "basketball commentator") to enhance credibility
2. Topic positioning method: every release includes #topic + custom topic (helps to attract traffic)
3. Dual platform linkage: Videos are mainly posted on TikTok/YouTube, while topic hype and comment guidance are placed on X
4. Observe official actions: Pay close attention to X Originals dynamics and look for opportunities for cooperation or secondary creation
Conclusion
Judging from its current scale, X Originals is still far from reaching the level of a "platform-level content ecosystem" and has not formed a true closed-loop video experience. However, its community discussion attributes, coupled with the celebrity effect, can indeed drive some phenomenal topics.
For creators, now is not the time to go ALL IN X, but it can be used as an exploration position in a multi-platform strategy.
If X can really form a closed loop of "content as topic, video as community", it will become a brand new media experience.
Would you like to watch the full show on X?
