In a bold move aimed at rejuvenating the social media platform X, Elon Musk has appointed Nikita Bier, a prominent figure in the development of youth-oriented social media applications, to the position of head of product. This announcement comes after a notable trajectory for Bier, who rose to fame through his successful venture tbh (an acronym for “to be honest”), an anonymous polling app for high school students that caught the attention of Meta and was acquired in 2017. Bier’s expertise and innovative mindset may provide X with the edge it needs to attract a younger audience, particularly Gen Z users, amidst increasing competition in the social media landscape.
Nikita Bier made the announcement of his new role on X, where he humorously remarked on his journey to the position, stating, “I’ve officially posted my way to the top.” His appointment occurs against the backdrop of significant changes since Musk’s acquisition of the platform for a staggering $44 billion in October 2022. Since then, X has undergone a tumultuous period characterized by challenges including issues with advertisers, a decline in high-profile users, and the rise of rival platforms such as Bluesky and Threads.
Experts in the field are expressing optimism regarding Bier’s potential impact on X. Drew Benvie, CEO of the social media consultancy Battenhall, believes that Bier’s record of creating engaging features, such as anonymous polling, could inject much-needed vitality into the platform. He noted that understanding what younger consumers desire is crucial for revitalizing X’s fortunes and transforming the platform into a destination for the younger demographic it currently struggles to engage.
Alongside his successful initiatives, Bier’s approaches have not been devoid of controversy. While aspiring to engage younger users, his previous app, tbh, was criticized for employing tactics described as psychological manipulation to rapidly amass a significant user base. Reports surfaced in 2018 detailing a strategy in which users scoured Instagram for high school accounts to promote sign-ups. Despite these criticisms, Bier remains a highly prized figure within the tech world, with venture capital firms labeling him the “king of virality.”
In his inaugural post for X after assuming his new position, Bier described the platform as “the most important social network in the world,” reinforcing his commitment to enhancing its value for users. He also indicated plans to leverage X’s generative AI features, particularly the chatbot Grok, to offer highly relevant content, suggesting an ambitious integration of AI technologies that could further attract and retain a younger audience.
X’s user engagement metrics have faced scrutiny under Musk’s leadership, with recent figures indicating a decline in usage—only 17% of American adults indicated they use the platform, down from 23% in 2022, according to data from the Pew Research Center. Yet, Musk reported that the platform had over 600 million monthly active users as of March 2025, showcasing a complex picture of X’s current standing in the competitive social media landscape.
Amidst this strategic shift and the ongoing race among tech firms for top talent in AI development, Bier’s appointment reflects an industry-wide competition to attract innovative thinkers who can steer these influential platforms towards success. Companies like Meta are not idle, with initiatives such as their newly announced “superintelligence” team targeting leading AI experts to enhance their capabilities.
As X navigates its way through these challenges and transitions, the potential ramifications of Nikita Bier’s leadership and vision in shaping the platform’s future stand to be significant. By harnessing his understanding of youth engagement and technological innovation, Bier is poised to make an essential contribution, with the hopes of not just stabilizing but revitalizing X as a prominent player in the ever-evolving world of social media.
