Is X Leading The Way in Web3?

X Marks the Spot: How Marketers Can Win on Elon’s Platform

For years, social media giants have thrived on centralised, ad-driven business models that prioritise platform control over user ownership. But with Elon Musk’s transformation of X (formerly Twitter), things are shifting. From securing payment licenses to hinting at crypto integrations, X could be paving the way for Big Tech’s first real Web3 transition.

Could this be the moment where social media, finance, and decentralisation collide?

Signs That X Is Moving Toward Web3

While X hasn’t outright stated that it’s going full Web3, there are clear signals pointing in that direction:

• Payment Licenses & Crypto Adoption

X has been quietly acquiring money transmitter licenses across multiple U.S. states. This could pave the way for peer-to-peer payments, tipping, and crypto transactions integrated directly into the platform. If X introduces Dogecoin, Bitcoin, or even its own token, it could change how users monetise their presence.

• User-Owned Monetisation

One of the biggest promises of Web3 is decentralised content ownership. X is already experimenting with ad revenue sharing, giving creators a bigger slice of the pie. But a Web3-driven approach could take this further—think NFT-powered memberships, tokenised engagement rewards, or fully decentralised identity systems.

• Elon Musk’s Web3-Friendly Stance

Musk has openly supported blockchain technology and decentralised systems, even floating the idea of turning X into an "everything app". While his past comments about integrating Dogecoin into X seemed playful, his vision for a financial layer within the platform aligns perfectly with Web3 principles.

What This Means for Marketers

If X transitions into a Web3-enabled platform, the entire digital marketing playbook will change. Here’s what brands and advertisers need to consider:

• Tokenised Engagement

Imagine rewarding users with crypto incentives for interacting with your brand. Engagement farming would take a backseat to meaningful, incentivised conversations, allowing brands to cultivate loyal, invested communities.

• Decentralised Commerce

If X enables crypto payments, brands could start selling directly through social media, eliminating intermediaries and reducing transaction fees. This could be a game-changer for global commerce and borderless business models.

• New Monetization Paths for Creators

Influencers and brands alike could benefit from NFT-based subscriptions, gated content, and direct fan sponsorships—giving them a Web3-native way to monetise without relying on traditional ad revenue.

• Less Reliance on Traditional Ads

With decentralisation comes the potential decline of algorithm-controlled advertising. If X leans into peer-to-peer content promotion via crypto rewards or community-powered advertising, marketers will need to rethink how they reach audiences.

Will Big Tech Follow?

If X successfully integrates crypto and Web3 mechanics, other Big Tech platforms may feel the pressure to adapt or risk falling behind. While Meta, Google, and YouTube have experimented with NFTs and blockchain, none have fully committed to Web3-powered engagement models.

The question now is: Is X leading Big Tech into Web3, or will the traditional social media giants resist this shift?

One thing’s for sure—marketers, brands, and creators need to prepare for a decentralised future, whether they like it or not.

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