Discursive strategy involves using words, visuals, and audio to inform stakeholders, shape perceptions, and gain support. However, the use of discursive strategy on social media to self-celebritize entrepreneurial firms is not well understood, despite the potential benefits of increased visibility, reduced uncertainty, and enhanced differentiation. This study explores what and how discursive strategy through social media have been actively performed for self-celebritization, employing an inductive analysis of the top 50 most-viewed SpaceX YouTube videos over the 16 years from 2008 to 2023. The findings suggest that videos are effective tools of discursive strategy for conveying disruptive innovation and inspiring stakeholders toward future-making aspirations. This study contributes to the literature on entrepreneurship, space commercialization, and video as data.
