Twitter has officially rebranded to X meaning the famous blue and white bird is now a thing of the past. X CEO, Elon Musk, has explained this is part of his mission to transform Twitter into an "everything app" used for much more than microblogging – the original branding did not reflect these aspirations.
The sudden rebrand has not been well received, with users going so far as to change the app’s logo back to the original via their device settings. Orlando Baeza, CRO at Flock Freight explained “Their brand identity went from feeling warm and welcoming to dark and members-only. And to top it off, this all happened overnight. Literally.” As a business leader, you must ensure you’re prepared for the changes expected to occur on the X platform and those that have already happened that you may not be aware of.
An “everything” app
Musk wants to transform what was once a microblogging app, into an “everything app”. Managing Director of Twitter, Linda Yaccarino, expressed how China’s WeChat is a huge inspiration for the future direction of X. She explained: “X is the future state of unlimited interactivity — centered in audio, video, messaging, payments/banking — creating a global marketplace for ideas, goods, services, and opportunities”. So, if you’re looking for a microblogging platform for your business, you may be better suited for Mark Zuckerberg's newly released app, Threads.
"you may be better suited for Mark Zuckerberg's newly released app, Threads."
A subscription-based model
Musk has transformed what was once a platform used freely by 353.9M users into a subscription-based app. The more you pay, the more benefits you receive. One of which is an increase in rate limits, which is how many tweets you can read. He has imposed a limit of 500 tweets a day for new unverified accounts, 1,000 for unverified accounts and 10,000 for verified accounts. In essence, time spent on the app must be used wisely – ensure you’re engaging with and following accounts that are relevant to your business.
"ensure you’re engaging with and following accounts that are relevant to your business."
A change to ads
If you were a regular Twitter user, you’ll know that sponsored adverts and promoted posts were pretty easy to spot. Now, the ad label has been changed, shortened and moved to the top right corner of the post. As Mashable pointed out, some users claim, “the new label obscures the fact that the post is an advertisement.” Though the new label isn’t exactly hidden, it is certainly harder to find. If you’re looking to promote your product or service via X, now might be the perfect time to do so.
"If you’re looking to promote your product or service via X, now might be the perfect time to do so."
What does this mean for business leaders and NEDs?
Ultimately, the success of X will depend on how it addresses the concerns of its users and how well businesses adapt to its new paradigm. As the platform continues to evolve, it remains to be seen how it will shape the future of social media and online interactions. For now, business leaders must remain vigilant and proactive in preparing for the changes and opportunities that lie ahead.