Tip Sheets

X ‘pinning future’ on burgeoning creator economy with new ad plan

Media Contact

Becka Bowyer

Advertisers on X will soon be able to run ads next to a curated list of premium content creators.

Brooke Erin Duffy

Associate Professor of Communication

Brooke Erin Duffy, associate professor of communication at Cornell University, researches digital and social media industries. She is co-author of “Platforms and Cultural Production,” which explores the processes and implications of platformization in cultural industries.

Duffy says:

“With a marked decline in active users and an exodus of advertisers, X seems to be pinning its future on the burgeoning creator economy. It’s not incidental that this announcement comes on the heels of the company’s buzzy partnership with Mr. Beast. While the company’s promise of a ‘curated’ creator list may temper advertisers’ fears about being paired with problematic or offensive content, details about who​ gets to participate in the Creator Targeting system remain unclear. For instance, will they follow the playbook of other social media companies by defining 'brand-safe' in quite narrow ways?”

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