X has now re-introduced embedded videos in posts, helping creators declutter, organise and add focus on video elements. 

Creators can now choose whether to embed the video element in isolation or the whole post. 

This ‘new’ embed function, once known as an “embedded video widget”was previously phased out as the platform evolved while performing the same function. 

Like a lot of X decisions, it’s not known why the function was previously discontinued - the joy of having Elon Musk as a boss, we guess?! Still, the viewer numbers have clearly been on the rise, and with creators always aware of the tight character count, videos are a surefire way to boost interaction and get traction.