Elon Musk's platform, X, is encountering difficulties in its efforts to attract content creators and advertisers. Since Elon Musk acquired Twitter in 2022, he has been striving to entice more creators to X through ad-sharing programs. However, concerns about payment reliability and advertisement unpredictability have caused reluctance among some creators. The platform's relations with big advertisers and unpredictability around payouts have also contributed to large advertisers pulling out. The platform's struggle to provide a sustainable income source to creators is evident, with just 5% of more than 450 creators considering X as their primary platform. Additionally, there have been complaints about missed payments, exemplified by a creator who experienced payment interruptions. Although X's spokesperson has defended the platform's progress, criticism remains, highlighting the need for a clear business strategy. Overall, Elon Musk's X platform is grappling with challenges in attracting and retaining content creators and advertisers, raising questions about its long-term viability.