Nikita Bier has been appointed as head of product at X, previously known as Twitter, after suggesting he should be hired three years earlier. His role comes at a challenging time for X since its acquisition for $44 billion, facing advertiser issues and competition from platforms like Bluesky and Threads. Bier is known for creating youth-oriented apps, which may help revitalize the platform's appeal to younger demographics. Experts believe his skills in user engagement could be crucial for X's turnaround.
"I've officially posted my way to the top," he wrote in a post on X announcing the role.
Drew Benvie, chief executive of social media consultancy Battenhall, said Mr Bier's experience in developing features that engage younger users... makes him hopeful his arrival could bring some 'X-factor' to the platform.
A former student at the University of California, Berkeley, Mr Bier grew to prominence after launching a slew of anonymous apps aimed at teens.
Buzzfeed reported in 2018 that it had obtained a memo in which tbh's founders told Facebook...
It has faced problems with advertisers, seen high profile users quit and wrestled with the emergence of new rivals Bluesky and Threads.
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