X is expanding its efforts in the creator economy by launching Creator Connect: a new artificial intelligence (AI)-based solution that connects brands with the most influential creators on the X platform. It uses xAI technology to recommend creators to brands based on campaign goals, audience interests, and real-time trends.
How’s the X Creator Connect workflow
Creator Connect uses advanced artificial intelligence to analyze real time platform activity and recommend creators who are most relevant to a brand’s goals. Once matches are identified, X manages the entire workflow (including outreach, content creation, and distribution), ensuring brands have approval authority at every step of the way throughout the entire process. As stated by Mitchell Smith, Global Head of Content Partnerships at X, the natural growth of creators on the platform has developed to a stage where “we have the credibility to have a commercial offering to match creators with brands.”
The launch is one of several initiatives taken by X this year to support creators, including the following:
- Creator Subscriptions 2.0 with “Exclusive Threads” for deeper fan engagement
- Increased revenue share to creators
- An overarching strategy titled “Year of the Creator” focused on creating sustainability within the creator economy
Who is the target audience for Creator Connect?
Creator Connect is built for brands that want to leverage trending content, culture-defining events, and influential voices, all while using the platform. The urgency and real time nature of the X platform (news breaks, trends emerge, and cultural conversations are happening) means that effective campaigns can be created promptly and are perceived as authentic. Monique Pintarelli, Head of Global Advertising at xAI, noted that pairing AI-powered matching with “our real time super power” unlocks opportunities that “can only happen on X.”
What does it take to participate in Creator Connect?
To this point, brands interested in Creator Connect can reach out to their X client partner or follow @XBusiness and @XCreators for updates. Further on, this tool represents X’s first commercial offering in the creator matching space, with, according to the company, more to come.