Quite possibly the latter.I imagine the plan is to try to con/salesman his followers into buying the stock at an inflated price as soon as he's allowed to sell it. Or to give people who want a hypothetical future president to owe them something another way to transferbribesfunds his way.
Once he's president everyone who wants to curry favour with the US president can buy stock or advertising space, or maybe just foreign powers will start shifting media operations onto it. So, maybe the Saudi sovereign wealth fund or some of their princes decide it's a good stock to invest in, or Saudi Aramco decides to flash out $2 million on Truth Social advertising.