MrBeast posted his first video on X recently, stating that it was just a test to check the ad revenue it would generate on the platform. (AFP)

Will MrBeast’s first video on X, with an Elon Musk boost, strengthen X’s video-first strategy?

Billionaire Elon Musk has made numerous changes to the microblogging platform X (formerly Twitter) since taking over. These changes began with significant layoffs, resulting in an 80% reduction in X’s workforce. Musk then discontinued legacy verification and introduced Twitter Blue, leading to the phased-out use of Larry the Bird and the official rebranding of Twitter to X. These changes aim to transform X into a super app capable of competing with China’s WeChat, offering various services like audio, video, messaging, and potentially payments and banking. However, despite X’s recent shift towards becoming a “video-first platform,” advertisers are not showing interest in the platform. Learn more about this development.

X video-first platform strategy gets a MrBeast booster

X has encouraged content creators to post more long-form video content on the microblogging platform. One of the first to do so was Tucker Carlson, a former Fox News political talk show host. After Fox News terminated Carlson’s contract, he began hosting The Tucker Show on Channel X, which has garnered tens of millions of viewers. However, this hasn’t helped advertisers get big companies like Apple, Disney and Paramount to cut X’s ad spend.

Now, YouTuber Jimmy Donaldson, also known as MrBeast, has released his first ever video for X, and it could be a shot in the arm for the microblogging platform. It’s even gotten Elon Musk to promote it! Notably, in the past MrBeast had slammed X and refused to upload videos there because he didn’t expect much revenue from it.

Posting his first video, MrBeast wrote, “I’m curious how much ad revenue X video would generate, so I’m uploading this again to test it. We’ll share an announcement next week.” Promoting the video, X Chief Elon Musk wrote: “First MrBeast video sent live 𝕏!”

X has said it has become a video-first platform. A recent blog post announced, “X is now a video-first platform, with people watching video in 8 out of 10 user sessions.” To reinforce these goals, X had also launched Immersive Video, a new skin targeted at GenZ, and the platform claims it’s already showing results with 100 million daily users. Whether that’s enough growth to appease angry advertisers remains unclear, though X appears to be recovering from several blows from its owner since its acquisition.

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