As X strives to reclaim cultural relevance and user engagement, the platform has made a strategic leadership move that could shape its future trajectory.
On June 30, 2025, renowned app designer Nikita Bier officially announced his new role as Head of Product at X, bringing with him a legacy of innovation, viral success, and product expertise that could be exactly what the platform needs to spark fresh momentum.
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X hires Nikita Bier as Head of Product to lead platform innovation and growth. His experience with viral apps like tbh and Gas may revitalize X’s product direction.
Bier’s History of Viral Product Success
Bier is best known as the creator of two breakout social apps: “tbh”, which was acquired by Meta in 2017, and “Gas,” acquired by Discord in 2023. Both platforms became instant viral sensations, drawing millions of users in a short time due to their addictive and engaging design.
Notably, both apps emphasized positive user interaction—a rare commodity in today’s social media landscape. His ability to identify social trends and scale communities rapidly earned Bier acclaim as one of the brightest minds in user behavior and product-market fit.
Bier has also lent his expertise as an advisor on several app ventures, sharpening his skill set in product growth and user retention.
New Role: Driving Product Vision at X
In a recent statement, Bier expressed excitement over his new role, stating:
“X is the most important social network in the world. It’s where internet culture originates and where the world’s most influential people convene.”
He went on to explain how his personal and professional life have benefited from X, even calling it the platform where he met his girlfriend. With this deep-rooted passion for the app, Bier aims to help other users unlock similar opportunities.
Bier revealed that one of his core plans is to leverage the power of Grok, X’s AI engine, to build hyper-relevant timelines that deliver more personalized, meaningful content to users. This approach aligns with trends in algorithm-driven engagement, as seen on platforms like TikTok, whose success hinges on a precise, interest-based feed.
What This Means for X’s Future
With user numbers declining and competition from Meta’s Threads heating up, X is in urgent need of revitalization. Since the platform’s rebrand from Twitter, many have questioned its direction and ability to remain culturally significant.
Hiring Bier could mark a turning point.
Personalization and AI: X’s New Growth Engine?
Bier’s stated vision of building “hyper-relevant timelines” signals a shift toward AI-driven curation. Instead of simply showing users chronological or popular posts, X could adopt TikTok’s method of constantly tuning feeds to user behavior. A more tailored “For You” feed could keep users engaged longer and return more frequently.
This kind of feed curation has become central to social media’s evolution—and Bier seems well-poised to lead that charge for X.
Could Elements From tbh and Gas Appear on X?
While it’s unlikely that X will adopt the anonymous compliment model used in tbh or Gas, some of those features—like gamified engagement or positive reinforcement mechanisms—could influence future updates. These tools proved incredibly effective in driving user interaction and retention, especially among Gen Z audiences.
However, given X’s more public and discourse-driven nature, integrating such elements would require careful adaptation.
Still, Bier’s past innovations showcase a deep understanding of how to design for virality, loyalty, and social dynamics—all of which X needs now more than ever.
A Strategic Fit for Elon Musk’s Vision
Bier’s broader product sensibility appears to align with Elon Musk’s goals for X—transforming the platform into more than just a microblogging site. Musk has repeatedly hinted at a larger vision: an all-encompassing “everything app” that blends messaging, payments, entertainment, and more.
Bringing on someone like Bier, who has successfully scaled social products and understands human connection through technology, might accelerate that transformation.
Can Bier Help X Reignite Growth?
The real question is whether Bier can translate his viral app success into sustainable growth for a much larger platform with entrenched issues. While tools like Grok and curated feeds sound promising, execution will be key.
Nevertheless, this is the kind of product-focused leadership X has been missing. Instead of simply responding to competition, the platform now has a chance to redefine its direction proactively.
With Bier at the helm of product, X might finally regain its edge—and with it, its cultural relevance.
Final Thoughts: Hope for X’s Revival
For now, optimism surrounds the appointment. If Bier’s track record is any indication, X may be on the brink of a new chapter—one focused on relevance, personalization, and innovative product thinking.
As social platforms evolve in an AI-first era, X’s bold move to hire Bier as Head of Product could mark the first step toward rekindling user enthusiasm and reclaiming its place as a global conversation hub.
