X’s War Moment; Parade’s Influencer Marketing Costs

X, formerly known as Twitter, is undergoing the first real test of its approach to content moderation since Elon Musk took over the app in late October. Hamas’ attacks on Israel over the weekend, and Israel’s strikes in retaliation, exploded over social media, including X.

Viral moments from conflict zones, often uploaded by citizens, have been a key part of Twitter since its founding in 2006, punctuated by moments such as the Arab Spring and Black Lives Matter protests in the next decade. Misinformation has long been an issue on the platform, too: In February of 2022, when war broke out in Ukraine, accounts went viral on Twitter and other platforms for sharing purported attacks that were actually video game footage. 

The difference this time is how Musk’s X has changed the nature of verification on the platform. For the most part, a blue check mark only denotes the poster has paid for Twitter Blue, not that they are a verified public figure or media outlet. Also, Musk has introduced revenue sharing with Twitter posts, giving them a financial incentive to prioritize virality.