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What Does the Future Hold for X?

In a recent blog post, X leadership shared their priorities for 2024, which include AI, content experience and payments.
Photo credit: pitipat - adobe.stock.com

Since Elon Musk’s purchase of Twitter (now X) in October 2022, users have debated the value of the platform — not just from a networking and community-building perspective, but from a business perspective as well. Musk’s personal brand, and the platform’s increasingly volatile environment, have even made brands back away from the platform completely.

Although X’s advertising business has shriveled up, the team is focused on spotlighting its milestones and sharing glimpses into the future. In a recent blog, the company revealed that it is getting closer to becoming the ultimate “everything app” that is video-first and touts improved capabilities for Spaces, which enables intimate community-based conversations and panels, and Communities that bring users together to discuss specific topics and interests. In 2024, X will focus on three core areas to drive its roadmap:

Priority 1: AI

Like many companies, X is exploring how artificial intelligence (AI) can enrich its platform capabilities. In 2023, the company unveiled Grok, an AI search assistant developed by xAI, but plans to explore how AI can improve the platform’s search experience and overall ad relevance. X also will continue to enhance its “See Similar Posts” feature, which is powered by xAI, and launch a new “See Dissimilar Posts” enhancement. The goal is to “empower users to explore content that aligns with their interests or challenges their perspectives based on their past activity, improving the quality and balance of information they receive,” according to the blog

Priority 2: Payments

If you know Musk’s background with PayPal, and his ultimate dream of creating a “super app,” this is no surprise. But in the blog, X leadership revealed that they plan to launch peer-to-peer payments to create more opportunities for commerce and utility.

Priority 3: Content Creation

X lauds itself as the ultimate “global town square,” where users can share their personal thoughts and opinions, and amplify content that resonates with them. But user activity continues to slow, which is driving the company to double down on initiatives that drive new user acquisition and increase engagement. Specifically, the company reported that it will continue to invest in creator and content partnerships that attract new users and “fuel advertising.” In addition, the company plans to “create more original content and bring in more talent with some of the most interesting and engaged people on X.”

Of course, advertising is a critical piece of the content pie, which is why X will spend 2024 building out its full-funnel ads by focusing on video, performance and brand safety. As part of its brand safety efforts, the company plans to expand its partnership with Integral Ad Science.

“X is set to revolutionize 2024 with groundbreaking products and services that will reshape how we connect, communicate and transact,” the blog stated. “Our unwavering dedication to people, partners and communities drives our mission to improve and innovate, boldly venturing into uncharted territory while remaining in tune with our community’s needs.”

 

 

What Does the Future Hold for X?

by | Jan 22, 2024

In a recent blog post, X leadership shared their priorities for 2024, which include AI, content experience and payments.

Since Elon Musk’s purchase of Twitter (now X) in October 2022, users have debated the value of the platform — not just from a networking and community-building perspective, but from a business perspective as well. Musk’s personal brand, and the platform’s increasingly volatile environment, have even made brands back away from the platform completely.

Although X’s advertising business has shriveled up, the team is focused on spotlighting its milestones and sharing glimpses into the future. In a recent blog, the company revealed that it is getting closer to becoming the ultimate “everything app” that is video-first and touts improved capabilities for Spaces, which enables intimate community-based conversations and panels, and Communities that bring users together to discuss specific topics and interests. In 2024, X will focus on three core areas to drive its roadmap:

Priority 1: AI

Like many companies, X is exploring how artificial intelligence (AI) can enrich its platform capabilities. In 2023, the company unveiled Grok, an AI search assistant developed by xAI, but plans to explore how AI can improve the platform’s search experience and overall ad relevance. X also will continue to enhance its “See Similar Posts” feature, which is powered by xAI, and launch a new “See Dissimilar Posts” enhancement. The goal is to “empower users to explore content that aligns with their interests or challenges their perspectives based on their past activity, improving the quality and balance of information they receive,” according to the blog

Priority 2: Payments

If you know Musk’s background with PayPal, and his ultimate dream of creating a “super app,” this is no surprise. But in the blog, X leadership revealed that they plan to launch peer-to-peer payments to create more opportunities for commerce and utility.

Priority 3: Content Creation

X lauds itself as the ultimate “global town square,” where users can share their personal thoughts and opinions, and amplify content that resonates with them. But user activity continues to slow, which is driving the company to double down on initiatives that drive new user acquisition and increase engagement. Specifically, the company reported that it will continue to invest in creator and content partnerships that attract new users and “fuel advertising.” In addition, the company plans to “create more original content and bring in more talent with some of the most interesting and engaged people on X.”

Of course, advertising is a critical piece of the content pie, which is why X will spend 2024 building out its full-funnel ads by focusing on video, performance and brand safety. As part of its brand safety efforts, the company plans to expand its partnership with Integral Ad Science.

“X is set to revolutionize 2024 with groundbreaking products and services that will reshape how we connect, communicate and transact,” the blog stated. “Our unwavering dedication to people, partners and communities drives our mission to improve and innovate, boldly venturing into uncharted territory while remaining in tune with our community’s needs.”