X’s New Feature: Take Your Subscribers Across Channels

Elon Musk’s platform, X, is all set to fulfill a significant promise to its content creators. X is in the process of developing a new feature that will allow subscribers to willingly share their email contact information with the creators they follow.

The upcoming feature, as previewed by X News Daily, introduces a simple checkbox in the subscription pop-up window. This checkbox, once selected by subscribers, will grant the chosen creator access to their email address. This sharing is intended for off-platform communication, aligning with the “Email Sharing Terms.”

In essence, this feature empowers creators by providing them with direct access to their subscribers’ contact information, enabling them to make personalized offers or even migrate to other platforms if they wish to expand their reach.

The value of this option becomes evident when you consider that subscribers are likely to be open to sharing their contact information willingly. After all, why would someone follow a creator they don’t like or trust? It’s a valuable complement that bridges the gap between creators and their audiences.

Elon Musk had been hinting at this feature since the early stages of his creator incentive push, emphasizing the importance of direct contact sharing. However, this concept has historically been a contentious area for social media platforms. Most platforms have treated user data as proprietary, making it challenging for creators to access and reuse contact information. Yet, there has been a noticeable shift towards enabling data portability in recent years.

X’s decision to facilitate data portability could prove to be a significant attraction for creators and brands considering establishing a presence on the platform. This feature allows them to expand their connections and build businesses both on and off-platform. For brands, in particular, it opens up opportunities to provide exclusive deals through subscriber-only content and simultaneously build their email lists.

In summary, X is enhancing its offerings for creators and businesses within the platform, potentially making it a more appealing choice over time. While there may be some imperfections in its approach, such as potential incentives for engagement bait due to its ad revenue sharing program, X’s ability to retain top users and maintain their activity is vital. Only a fraction of X’s user base actively contributes to content creation, yet they drive the majority of engagement.

The email sharing feature is another step in the right direction, potentially strengthening X’s position as a platform for creators and businesses looking to connect with their audience in a more direct and meaningful way. The question now is whether X can strike the right balance to keep its core offerings intact while providing these additional benefits.

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