X is continuing its goal of becoming a video-first platform by testing a new auto-advance feature for videos.

This feature allows videos to play continuously without manual clicks, enhancing user engagement and providing a smoother viewing experience.

Currently trialled with a limited user group, this feature seeks to simplify video streaming and boost platform interaction. If successful, it could set a new standard in social media video content, influencing how other platforms approach video engagement and user experience.

By making video viewing more seamless, X hopes to increase user satisfaction and time spent on the platform, reflecting broader trends in the growing importance of video content in social media.