Elon Musk Outlines X’s Progress and Future Plans

Social Media Today

by Andrew Hutchinson

February 12, 2026

AI-Generated Deep Dive Summary

Elon Musk recently shared updates on Twitter’s rebranding as X, highlighting its progress and future goals during an all-hands meeting. Key insights include X reaching a $1 billion annual run rate for subscriptions, driven by growing interest in Grok AI tools and premium features. Despite only about 1% of users currently subscribing, Musk emphasized the platform’s potential to become a key revenue source, reducing reliance on ads and deterring spammers. Musk also discussed X’s user growth, noting that while active monthly users are around 600 million, the app is installed on over a billion devices globally. He aims for X to surpass one billion daily active users by expanding its utility through features like communications, Grok AI, and X Money—a digital payment system designed to rival platforms like WeChat. However, regulatory hurdles have stalled progress on in-app money transfers in some U.S. states. Engagement metrics show promising trends: January saw record spikes in activity, with first-time downloads up 50%, long-form articles published increasing tenfold, and reading of such posts rising by seventeen times. These numbers suggest X is becoming a hub for deeper content consumption, potentially reshaping how creators and brands engage audiences online. For marketers, Musk’s vision for X as an all-in-one platform—combining social media, payments, and more—could redefine marketing strategies. If successful, X could offer businesses a new channel to reach and monetize audiences directly, reducing dependency on traditional ad revenue models. The platform’s focus on long-form content and premium subscriptions also hints at opportunities for niche targeting and premium offerings. Overall, Musk’s roadmap for X signals its evolution from a social media app to a comprehensive digital ecosystem. While challenges like regulatory approvals and user adoption remain, the potential for marketers lies in leveraging X’s expanding features to connect with audiences in more meaningful ways.

Verticals

marketingsocial-media

Originally published on Social Media Today on 2/12/2026