Twitter’s recent rebranding as ‘X’ has sparked confusion, controversy, and an exodus of users. Elon Musk, the new owner of Twitter, surprised millions of users by tweeting that the social media platform would be changing its name, logo, and iconic bird symbol to ‘X’. The sudden announcement caught users off guard and marked the end of 17 years of internet heritage for Twitter.
Musk’s affinity for the name ‘X’ dates back to his involvement with the ‘PayPal Mafia’ in the 1990s, a group that co-founded PayPal and influenced numerous major startups of the early 2000s. Despite being told that the name was impractical, Musk held onto it with the intention of using it in the future. When he acquired Twitter last year, Musk revealed plans to transform the platform into an all-in-one app, leading to the decision to rebrand as ‘X’.
The changes began gradually, with the removal of the Twitter bird logo and the renaming of tweets to ‘posts’. Additionally, Tweetdeck is now being placed behind a paywall and will be called ‘XPro’. These alterations have left users bewildered and triggered a wave of confusion and dissatisfaction. Some individuals have even opted to abandon the platform altogether.
There are a number of reasons why ‘X’ is deemed an ill-suited name for a major internet business:
1. Lack of specificity: The name ‘X’ fails to align with the purpose of the app. Instead of a meaningful word, it reduces the brand to a mere letter.
2. Connotations of closure or cancellation: The letter ‘x’ is commonly associated with indicating the termination or cancellation of a process. This usage contradicts the nature of an app designed for users to spend time on.
3. Adult industry connections: In America, the letter ‘x’ has long been linked to the adult industry. Consequently, individuals working under firewalls or censorship networks that prohibit adult content may find themselves unable to access the rebranded ‘X’ platform. Reports suggest that the app is already being blocked in certain countries, such as Indonesia.
4. Confusion and UI changes: Overnight, the user interface underwent confusing alterations. Users now ‘post’ instead of tweeting, and ‘retweet’ has become ‘repost’. The sudden changes have caused widespread confusion, with ‘What is X?’ becoming a trending topic on Twitter at one point.
5. Cultural disparities: In certain cultures, the letter ‘x’ is used in emails to convey affection or signify ‘double kisses’.
6. Misaligned with Twitter’s original purpose: Musk envisions transforming Twitter (now ‘X’) into an all-encompassing app similar to China’s WeChat. However, Twitter’s user base has always utilized the platform for different purposes, making the rebranding seem out of touch with their needs.
7. Disregard for brand equity: Building brand equity is a challenging task that Twitter accomplished over 17 years. The decision to discard the brand and everything associated with it, after investing substantial resources in the acquisition, appears shortsighted and reminiscent of the ill-fated rebranding of HBOMax as Max.
The rebranding of Twitter has left loyal users feeling alienated, particularly due to a decline in user experience, questionable decisions surrounding free speech and user reinstatements, and the transformation of the platform into a less hospitable environment. This situation has prompted many users to seek alternatives, contributing to the growth of platforms like Threads (not yet available in Europe).
While Twitter, as we knew it, may be dead, the ever-evolving nature of the internet ensures that somewhere new and exciting will emerge to captivate our social media interests.
