X's global head of marketing Angela Zepeda revealed that original content is fueling video growth, noting that 'The Offseason' achieved 2.5 million views in its first 24 hours, averaging 33 million impressions per episode. This clearly shows that users are not just passively consuming video, but are significantly engaging with it.
Douglas Brundage, CEO of Kingsland, emphasized that the narrative of 'Twitter/X is dead' is exaggerated, stating, 'X remains the home of pop culture in many ways, with instant takes on news and live events like sports.' This highlights the platform's ongoing relevance.
Zepeda stated, 'You can absolutely expect more video content on X in 2025,' reflecting the shift in user engagement and the strategic direction of the platform towards video-first narratives.
Jasmine Enberg pointed out, 'X has a loyal userbase, and even though the content has become less reliable and more toxic, it remains an important source of news.' This indicates the platform's unique position despite criticisms.
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