This could possibly be a big hiring for X, and the long run improvement of the app.
Right now, app designer Nikita Bier has introduced that he’s becoming a member of X as head of product, which can see Bier deliver his experience to the app, and will spark all-new development alternatives.
Bier is the creator of two beforehand viral apps, in “tbh,” which Meta acquired in 2017, and “Fuel,” which was acquired by Discord in 2023. Each tbh and Fuel are thought of case research in viral advertising, with each gaining tens of millions of customers briefly spans of time, earlier than being acquired by bigger corporations.
Bier has additionally suggested on a number of different app initiatives, and his experience in consumer dynamics could possibly be of serious profit for X, because it seems to regain development momentum.
As per Bier’s announcement:
“X is crucial social community on the planet. It is the place web tradition originates and the place the world’s most influential individuals convene. Discovering my neighborhood and constructing an viewers on X has impacted my life greater than any single factor: it is unlocked friendships, skilled alternatives and it is even the place I met my girlfriend. Whereas I already spend each waking hour on this app, I will now be spending that point serving to others unlock that very same worth.”
Bier says that he plans on “leveraging the facility of Grok to create hyper-relevant timelines,” with a view to assist X customers higher perceive all the pieces that is taking place.
It could possibly be a giant rent, and once more, with X shedding customers, and relevance, because the title change from Twitter, whereas additionally now dealing with a big market problem from Meta’s rival Threads, X wants an injection of innovation to spark extra curiosity within the app.
So how will Bier be capable of assist X remodel itself, and develop into a extra culturally related platform as soon as once more?
Effectively, extra AI-aligned timelines could possibly be one side, and guaranteeing that customers are getting probably the most related posts exhibited to them each time they log in. That’s been key to TikTok’s success, with its almighty algorithm capable of align itself to your pursuits inside a number of swipes.
Perhaps, X might look to do the identical, to make sure that the “For You” essential feed is a extra partaking mixture of worthwhile content material for every consumer.
Or perhaps, Bier will look to combine components of his previous apps, with each tbh and Fuel utilizing nameless compliments to spark engagement between customers.
That appears much less more likely to resonate on X, however perhaps there are points to this that can apply, although Bier will actually be bringing his broader product understanding to the app, in alignment with Elon Musk’s imaginative and prescient.
Which might be the larger aspect to think about. Elon has a really particular set of concepts in thoughts as to how he desires the app to be, and it’ll be attention-grabbing to see if and the way Bier can align with this, whereas additionally implementing his personal enter.
And with X persevering with to push into funds, and facilitating extra use instances within the app, there could possibly be some conflicts with that dynamic, and what precisely Bier can do inside the framework of what Musk desires X to be.
Nevertheless it does seem to be a doubtlessly worthwhile partnership, which might find yourself delivering for X.
