X Hires New Head of Product to Re-Ignite Growth

06/30/25
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Nikita Bier Joins X as Head of Product to Boost App Growth

Nikita Bier, creator of viral apps tbh and Gas, has joined X as head of product, aiming to drive new growth for the platform. Bier plans to leverage AI-powered timelines, like the Grok feature, to deliver more relevant content to users. His expertise in viral engagement and user dynamics could help X regain momentum amid competition from Meta’s Threads. This hire aligns with Elon Musk’s vision to innovate and expand X’s offerings, including payments integration.

Optimixed’s Overview: How Nikita Bier’s Appointment Could Revitalize X’s User Experience and Growth

Background on Nikita Bier’s Expertise

Nikita Bier is renowned for creating highly viral social apps, tbh and Gas, both of which were acquired by major tech companies due to their mass user appeal and innovative engagement strategies. His experience in building apps that rapidly gain millions of users positions him as a strategic asset for X.

Potential Impact on X’s Product Development

  • AI-Driven Timelines: Bier intends to utilize the power of Grok, X’s AI model, to curate hyper-relevant timelines that tailor content to individual user interests, enhancing engagement similarly to TikTok’s algorithmic feed.
  • Innovative Engagement Features: Drawing from his past successes, Bier might explore new ways to increase user interaction, although direct integration of anonymous compliment features may be less applicable to X’s platform.
  • Alignment with Elon Musk’s Vision: Bier’s role requires harmonizing his product innovations with Musk’s strategic direction, including expanding functionality like payments and new app use cases.

Strategic Importance Amid Market Challenges

Since rebranding from Twitter to X, the platform has faced user retention challenges and stiff competition from emerging rivals like Meta’s Threads. Bier’s appointment signals a commitment to revitalizing X’s cultural relevance and user growth by focusing on personalized content discovery and innovative product enhancements.