X Is Making a Major Creator Push, Launching Ad Product to Connect Brands and Users (Exclusive)

"“We've really been looking at this as the year where we're entering our creator era as a platform, and really trying to build a platform that fosters a healthy creator economy,” says Mitchell Smith, the global head of content partnerships for X, in an interview with The Hollywood Reporter."

"“As a result, we're seeing a lot of great engagement around creators, and all of that organic work finally gives us the credibility to now go to market with a commercial offering.”"

"“Creator Connect, and it is meant to connect brands and campaigns with specific creators that will resonate. The company is a bit vague on the mechanics of it, but it will use tech from sister company xAI, and incorporate campaign objectives, real-time trends and audience interest.”"

"“What we can do is we can provide clients with a brand new AI-powered system to essentially select the most impactful creators on the platform,” Smith says. “So we look at it as a hyper-intelligent creator-led branded content solution, where we”"

X is positioning itself for a creator-focused era by launching tools and incentives for creators and then introducing a commercial offering. X has created a creator’s choice award with cash prizes and starter packs that recommend creators to new users. The new product, Creator Connect, is designed to connect brands and campaigns with creators likely to resonate. X plans to use technology from xAI and incorporate campaign objectives, real-time trends, and audience interest. When brands partner with X, the system identifies hyper-specific creators across different content formats and reaches out to gauge creator interest in participating in campaigns.

Read at The Hollywood Reporter