Revamping X: Elon Musk's Bold Move to Capture Gen Z with 'King of Virality'

In a significant shift aimed at rejuvenating the platform’s appeal to younger users, Elon Musk has appointed Nikita Bier as the new head of product at X, formerly known as Twitter. Bier, dubbed the ’king of virality’ by venture capital firm Lightspeed, is credited for creating successful youth-oriented apps and has long been vocal about his desire to transform X. In a tongue-in-cheek reference to his unorthodox ascent, Bier announced on X, “I’ve officially posted my way to the top.”

X has faced serious challenges since Musk’s acquisition for $44 billion in October 2022, including a decline in advertising revenue, high-profile user departures, and stiff competition from platforms like Bluesky and Threads. Experts believe Bier’s expertise in engaging younger audiences—with innovative features such as anonymous polling—could help rebuild the platform’s dwindling user base. Drew Benvie, CEO of social media consultancy Battenhall, notes that enhancing interactivity and positivity on the platform is crucial for its revival.

Bier’s background includes launching the tbh app, a venture acquired by Meta that allowed high school students to partake in anonymous polls, and the recently successful Gas app, which gained traction for its compliments-based format before being bought by Discord. Despite his achievements, the methods employed by Bier’s earlier projects have sparked some controversy, particularly around tactics for targeting teen users.

Recognizing X as “the most important social network in the world,” Bier aims to leverage X’s own generative AI chatbot, Grok, to create tailored content and enhance user experience. However, attracting younger users will require more than just a fresh face; a comprehensive approach that includes diverse content formats, brand safety controls, and monetization options for creators is essential.

With X’s usage having declined significantly—only 17% of US adults reported using the platform compared to 33% a decade ago—the stakes are high for Musk and Bier’s team. Concurrently, competition in tech talent seems to be heating up as big names like Mark Zuckerberg look to recruit top engineers for their AI initiatives. As X navigates these challenges, all eyes will be on Bier to see if he can indeed unlock the X-factor needed for revitalization.