Zombie Twitter is now the era.

Zombie Twitter is now the era.

Say Goodbye to Twitter, Welcome to X: Rebranding, Challenges, and the Loyal Users

Twitter Rebrand

Ever since Elon Musk acquired Twitter, the platform has faced numerous challenges, from rate-limiting and staff cuts to suspensions of journalists and hemorrhaging ad dollars. Despite these setbacks, Twitter has managed to survive and thrive, even undergoing a sudden rebranding to X. The transition to X has been met with mixed reactions, but the loyal user base continues to log in and engage with the platform.

During its first week as X, the platform stumbled along, still serving as a place for sports fans, news junkies, and online communities. It remained a hub for discussions on baseball lineups, the Women’s World Cup, and even trending videos from a US congressional hearing on UFOs. People speculated about the unusual incident of US Senator Mitch McConnell freezing mid-press conference.

Even unions found a purpose on the platform, using it for organizing and sharing updates on strikes. SAG-AFTRA, a performers and broadcasters union, posted pictures of their members during strikes, while the Teamsters celebrated a historic contract win for UPS workers. Trolls took advantage of the rebranding, mocking Twitter’s transformation into X. Amidst all the speculation and debates, Twitter, or rather X, continued to be an irreplaceable tool.

Matthew Quint, Director of the Center on Global Brand Leadership at Columbia Business School, emphasizes that there is simply nothing else like Twitter. Despite its ups and downs, it remains a go-to source for news, politics, sports, entertainment, and unfortunately, misinformation and hate speech as well. Although frustrations with the platform have grown, people still keep logging in for the unique experience it offers.

One prominent Twitter user, Joseph Solano, known online as JoezMcfly, is concerned about how the rebrand will impact the sports Twitter community. While alternative platforms like Threads exist, they currently do not offer the same level of real-time analysis and news updates that Twitter provides. For sports enthusiasts like Solano, speed is critical, and Twitter has become the quickest way to get breaking news. Other platforms like Twitch, YouTube, and podcasts may offer other forms of content, but the immediacy of X cannot be replaced.

Elon Musk’s vision for X is to transform it into an all-encompassing AI-powered app, incorporating messaging, payments, and creating a global marketplace. However, this objective is a long shot, especially considering the existence of super-apps like WeChat in China or Gojek in Indonesia. These existing apps are built around users sharing financial information, raising concerns about the global appeal and acceptance of such an approach. Building such an extensive app is an enormous undertaking that will require substantial efforts.

While some users remain loyal to X, the rebranding alone doesn’t address the platform’s most pressing issue – the loss of ad dollars and a budget crisis. Negligent moderation has caused advertisers to abandon X, with competitor Threads backed by Meta offering an appealing alternative for brands. Simply changing the logo won’t be enough to entice advertisers back. However, the rebranding did generate increased traffic to the website, signaling that people were curious and interested in the transformation.

Jenn Takahashi, who runs the account Best of Dying Twitter, has been chronicling the chaos on the platform since late last year. Ironically, the fact that her account now boasts 100,000 followers indicates that Twitter, or rather X, is far from dead. Although many users made fun of the rebrand, it also attracted more people to her account, as well as gaining new followers on competing platforms like BlueSky and Threads. In Takahashi’s words, “People will call it Twitter and tweets forever.” She remains devoted to the platform, regardless of how crazy it may become, claiming she will be the last one on the ship.

While the X rebrand is in progress, the site still resides at twitter.com, with x.com redirecting there. Users still have the option to tweet and retweet posts, blurring the line between X and Twitter. The official @Twitter account has changed to @X, but the acquisition of the handle from someone who registered it back in 2007 remains a mystery. However, potentially bigger challenges lie ahead, including the association between the letter X and pornography, which could generate further rebranding complications.

Elon Musk’s personal preference for the letter X seems to have taken precedence over one of the world’s most recognizable logos. Jack Dorsey, the founder of Twitter, highlighted that the brand name is not as crucial as the utility it provides. This sentiment is evident in the market, with competitors like Threads and Mastodon unable to replicate the successes of the original Twitter. Regardless of the name change, users will continue to tweet or “x” because the functionality and community it offers remain unparalleled.

In conclusion, the rebranding of Twitter to X may have brought about changes and challenges, but the loyal user base continues to engage with the platform. Twitter’s irreplaceable role as a source of news, information, and entertainment has solidified its position in the online landscape. While X aims to become a comprehensive AI-powered platform, it must address issues of lost ad dollars and advertiser trust. Only time will tell if X can truly stand as a competitor in the ever-evolving social media landscape.