SpaceX owner Elon Musk has launched a verified TikTok account, marking a strategic shift after years of favoring his own platform X. The @elonmusk handle posted a one-minute video featuring promotional material from SpaceX, Tesla, and Neuralink, captioned 'Ad Astra.' The clip, viewed 2.1 million times, signals Musk’s effort to amplify public interest in SpaceX ahead of its planned initial public offering. This move contrasts with his history of distancing from competitors: he banned Instagram and Facebook promotions in 2022 and deleted personal Instagram and Facebook accounts in 2018. The TikTok account joins a verified Instagram profile with 18,000 followers but no posts, suggesting a cautious approach to new platforms.

Musk’s TikTok presence aligns with his broader campaign to position SpaceX as a must-invest-in entity. The billionaire, already the world’s richest person, aims to turn SpaceX into a trillion-dollar company through the IPO. His past actions reveal a preference for control: he acquired X for $44 billion in 2022 and has criticized other social media giants for data practices and content policies. The TikTok video’s focus on SpaceX’s achievements—missiles, satellites, and Mars ambitions—appears designed to attract retail and institutional investors. However, Musk’s earlier 2023 comments about TikTok’s AI ‘probing’ his mind and his aversion to ‘addictive’ platforms raise questions about his long-term commitment to the video-sharing site.

The accounts’ emergence comes as Musk navigates regulatory and market challenges for SpaceX’s IPO. While the TikTok video highlights his companies’ innovation, it also underscores his tendency to monopolize public discourse through owned platforms. The Instagram account’s inactivity contrasts with TikTok’s viral potential, indicating Musk may prioritize platforms where he can directly shape narratives. Investors watching this development should note that Musk’s social media strategy could influence SpaceX’s valuation and funding success. The billionaire’s ability to balance promotional content with his well-documented skepticism of other tech ecosystems remains a critical factor in determining whether this TikTok push will resonate or falter.