Musk's X enlists 'King of virality' to attract younger audience
Elon Musk just picked Nikita Bier—best known for viral teen apps tbh and Gas—to lead product at X (formerly Twitter).
This move fits Musk's plan to turn X into an AI-powered "everything app."
Bier even joked he was "posting my way to the top" after landing the role.
Bier's vision for X
X has been losing Gen Z's attention, and Bier's track record with youth-focused apps could help win them back.
He wants to use X's AI assistant Grok for more personalized, "hyper-relevant timelines," making content feel fresher and more tailored.
Plus, his ties with Musk's AI company xAI (which recently bought X) show a big push toward smarter, AI-driven features.
Who is Nikita Bier?
Bier created tbh (acquired by Meta in 2017) and Gas (bought by Discord in 2023), both known for positive, viral social experiences.
He calls X "the most important social network" where internet culture thrives.
Now, he aims to make X more appealing through smart design and new AI tools that fit Musk's bigger vision.