Social Media App Developer Nikita Bier Named Head of Product at X in Strategic Youth Push
In a bid to reinvigorate its appeal to Gen Z, Elon Musk’s social media platform X has named Nikita Bier as its new head of product. Known for launching viral apps like tbh and Gas, Bier brings a record of creating social experiences that resonate with teenagers.
Three years after suggesting publicly that X should hire him, Bier announced his appointment on the platform itself, writing, “I’ve officially posted my way to the top.”
A Platform in Flux
Since Musk’s $44 billion acquisition of X (formerly Twitter) in October 2022, the platform has struggled with advertising revenue, high-profile user exits, and the rise of competitors like Threads y Bluesky. Bier’s addition may offer the platform a chance to stabilize by focusing on user engagement innovations.
Drew Benvie, CEO of consultancy Battenhall, said that Bier’s past work, including features like anonymous polls, aligns with what Gen Z values in social media platforms. “Getting that knack for what younger users want is exactly what X needs to bounce back,” he said.
Gen Z-Centric Strategy
Bier has a history of building platforms that thrive among high schoolers. His 2017 app tbh was acquired by Meta and focused on uplifting, anonymous social polls. In 2023, his compliments app Gas was purchased by Discord after quickly climbing download charts.
However, some of Bier’s past strategies stirred controversy. Reports surfaced that tbh used data-mining techniques to target teens, including scraping Instagram for school-aged users. Despite this, Bier remains focused on delivering innovation. He called X “the most important social network in the world” in his announcement.
AI Integration and Feature Expansion
Bier plans to incorporate X’s Grok, its generative AI chatbot, into user timelines to enhance content relevance. His leadership signals a potential shift toward a more immersive and personalized feed experience.
“I’ll now be spending every waking hour not just using this app but helping others unlock its full potential,” Bier wrote.
X’s User Base and Industry Context
X’s user base has seen fluctuation. Musk claimed in March the platform had over 600 million monthly active users, but research by Pew Research Center suggests declining engagement among U.S. users.
Bier’s appointment also comes amid fierce competition for AI talent across tech firms. Meta recently launched its own superintelligence team and has offered generous compensation packages to AI researchers from OpenAI and other leading firms.
As social media platforms battle for user retention and developer talent, X is betting that a youthful perspective and viral experience will be the catalyst it needs.
For more insights on youth-focused product strategies, check TechCrunch y Social Media Today.
