Elon Musk shocks Twitter users by announcing the platform’s name change to “X.” The decision evokes curiosity and mixed reactions within the loyal community. Workers at Twitter’s headquarters in San Francisco started dismantling the iconic “Twitter bird” logo on July 24th, replacing it with the plain letter “X,” angering some faithful users.
Musk explains that the name change goes beyond a simple rebranding; it marks a mission to take the platform to the next level. With Twitter’s evolution into a personal financial hub, the name “Twitter” loses relevance, leading to the farewell to the bird logo.
The newly appointed CEO of Twitter, Linda Yaccarino, elaborates on the platform’s future, emphasizing that “X” symbolizes unlimited possibilities. The focus will be on audio, video, messaging, and payment, creating a global environment for creative ideas, service exchanges, commodities, and exploring new opportunities. AI support will enable users to connect in unimaginable ways.
Analysts speculate that Musk aims to transform Twitter into a Western version of WeChat, a versatile super app by Tencent. WeChat offers messaging, payments, online services, and consumer loans.
However, some long-standing Twitter users express regret and opposition to Musk’s decision. Esther Crawford, former Director of Product at Twitter, compares the name change to “corporate seppuku,” perceiving it as a lack of understanding and respect for customers.
Marketing Professor Vanitha Swaminathan warns that this move might further damage Twitter’s reputation. Rebranding is often met with resistance, but a fresh start could help the platform move in a different direction and reduce PR costs.
Since Musk’s acquisition of Twitter for $44 billion, the platform’s advertising business has declined significantly. Policy changes, layoffs, and Musk’s unconventional approach caused major clients to abandon Twitter.
Last week, Musk revealed Twitter’s drowning debt and loss of half its advertising revenue. In response, he explores a subscription-based model for users. Twitter currently has around 200 million daily users, but technical issues have arisen due to staff cuts.
As Twitter transitions into “X,” its reception remains uncertain. Some may embrace it as a pioneering step towards a new era, while others may criticize the loss of the tweeting bird’s charm. Regardless, Elon Musk is resolute in steering Twitter into uncharted territory as a super platform.