Elon Musk hires ‘king of virality’ to attract younger users to X

Elon Musk has appointed Nikita Bier, a product developer known for creating youth-focused apps, as the new head of product at X (formerly Twitter). Bier’s appointment comes amid challenges at X, such as a decline in user engagement, advertiser issues, and competition from platforms like Bluesky and Threads. His past success in building apps targeted at Gen Z, such as the anonymous polling app tbh and compliments app Gas, has made him a prominent figure in the social media space. Experts believe that his experience could be key in turning around X’s fortunes, especially in engaging younger audiences. In his new role, Bier aims to leverage X’s AI capabilities to create more personalized and relevant content. However, experts also suggest that for significant growth, more immediate changes are needed, such as improved content formats and monetization options for creators. Despite facing a fluctuating user base under Musk’s leadership, X remains one of the most influential social networks globally, with over 600 million monthly active users as of March 2024.