X has been chasing creator content for some time — even before it was called “X” and before it was owned by Elon Musk. Yet the app has never quite found its footing in this space. So far, the company has rolled out a number of creator products, including payouts for viral content, ad-revenue sharing, creator subscriptions, and more.
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“In 2019, when I started Parade, there was no real kind of software that allowed you to really engage ambassadors [influencers] at scale,” Tellez said. Back then, she and her team built technology that helped them track and execute gifting, engagement, and payment, and build an end-to-end pipeline to manage their relationships with creators. “That was a dramatic drive of our growth,” she continued, noting that many other founders came to her during that time asking how they, too, could replicate influencer engagement.