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In October 2022, Elon Musk took over Twitter, declaring, “the bird is free”. Prior to this, Musk was mostly renowned as the CEO of Tesla and SpaceX, as well as his active presence on Twitter. However, his reputation took a shift after the $44 billion acquisition of the social media platform. Musk’s involvement and engagement on Twitter today reflect the various ambitious changes he promised amidst the challenging takeover journey.
The acquisition was followed by several changes to the social media platform and the internal company. Marking Musk’s first major move, Twitter started staff layoffs, letting go of more than 70% of workers, which generated substantial debate about the future of Twitter under Musk’s leadership. Shortly after, a class-action lawsuit was filed in federal court in San Francisco for violating the WARN Act, which requires employers to give employees a 60-day notice before mass layoffs.
The takeover also saw changes to the software, employing a verification method that allowed users to request a blue check—a symbol of credibility and significance for specific profiles. However, to enhance its verification system and provide added value to its user base, Twitter introduced the 'Twitter Blue' subscription model in April. Under this new system, only those who actively subscribed to Twitter Blue were eligible to retain their coveted blue checks, signifying their authenticity and prominence on the platform. As part of this transition, those accounts previously granted blue checks through the old verification process lost their checks unless they opted for a Twitter Blue subscription.
In the wake of these developments, Twitter's valuation experienced a significant downturn, plummeting to a decline of 47%, according to Ark Invest. This substantial markdown sparked apprehension of investors and market analysts alike and has led to debates surrounding the company's future trajectory, prompting questions about its ability to navigate challenges and sustain growth.
We asked seven industry experts, ranging from content specialists to CEOs, about their thoughts on Elon Musk's decision to change the Twitter logo to an “X.” From the impact of this branding campaign on Twitter to the risks it poses to brand loyalty and legacy, these professionals provide their unique insights and predictions on this intriguing topic.
After the release of Threads, which became the biggest competitor of Twitter, Elon Musk changed the platform's logo to “X” as part of the “Everything App” branding campaign. If you are a regular user of Twitter, like I am, you must have noticed expanded functionalities beyond traditional tweeting.
This step has certainly changed users' reviews and has faced a lot of criticism, with concerns that it might alienate users and impact Twitter's branding efforts.
The future of Twitter is very unpredictable, but one thing is sure: the platform's success highly depends on how well it integrates diverse features and adapts to competition.
Faizan Khan, Sr. Content Marketing Specialist, UBUY Australia
The minimal effort invested, and the absence of preemptive marketing suggest that this is likely more intended for shock value and to create a powerful impression rather than for any substantial purpose.
Moreover, the fact that the website has not been updated or indicates any plans for a new one in the future, raises doubts about the genuineness of the project. Only time will reveal the true intentions behind it.
Jason Vaught, Director of Content, SmashBrand
Elon Musk's move to change the Twitter logo to an “X” is indeed intriguing and innovative. Perhaps it's his way of leaving a unique imprint on the digital world. His fondness for the letter “X” is well-known, with it featuring prominently in his ventures like SpaceX and the name of his child.
This change is likely to usher in a wave of novel and out-of-the-box thinking, encouraging others to explore their creative freedom. In terms of future predictions for “X,” it wouldn't be surprising to see it becoming a symbol for innovation, change, and the courage to challenge norms.
Ray Schultz, VP Marketing, Liquid Rubber
Twitter's rebranding was, in my opinion, a misguided move. The social media platform is already globally recognized, and an abrupt change could have severe implications. Musk's obsession with WeChat, his desire to emulate it, and his constant praise for how integral it is to life in Chinese cities may explain why he did it. He has expressed a desire to create a “super-app” or an “everything app,” which is X.
However, I believe an everything app like WeChat would likely fail in the United States and most other countries. Users would be hesitant to link their messaging app to their Social Security number and other sensitive private details. The level of trust in the government required for this is not present in the US. WeChat controls about 85% of the Chinese market share; X is nowhere near that.
Elon Musk's decision to change the Twitter logo to an “X” seems to be a strategic move aimed at revitalizing the platform's image and attracting a younger audience. The shift to a black-and-white color scheme, similar to Meta's new social app, could signify a desire to create a more sleek and modern aesthetic.
By adopting the “X” logo, Musk may be signaling a connection to his company, X Corp, which further reinforces his association with innovation and cutting-edge technology. As for future predictions, “X” could potentially represent Twitter's evolution toward a more interactive and immersive user experience. It might signify a shift toward incorporating augmented reality, virtual reality, or other advanced technologies to elevate user engagement and redefine the social media landscape.
Luciano Colos, Founder and CEO, PitchGrade
Elon Musk's changing the Twitter logo to an “X” is an interesting move that has sparked curiosity among his followers. The reason behind this change is not entirely clear, as Elon Musk is known for his unpredictable and playful behavior on social media. It could be a marketing stunt, a nod to SpaceX's logo, or simply Musk's way of keeping his followers engaged.
As for what will change, it's uncertain at this point. It could be a temporary change or a sign of upcoming announcements related to his ventures. Only time will tell.
As for future predictions for “X,” it's hard to say. It could be a new project, a hint at something cryptic, or just Musk having fun with his Twitter profile. Whatever the case, it certainly adds an air of mystery and excitement to his online presence.
Aviad Faruz, CEO, Know Mastery
I think this could only serve to be incredibly jarring for the vast majority of users who have both a brand loyalty to Twitter and a core memory of the famous blue Twitter identity prior to the branding change.
It could also lead to legacy-branding issues because of many billboards, vehicles, and stationary ad platforms having the blue bird logo (and they'll no doubt be very unlikely to change!).
Tracey Beveridge, HR Director, Personnel Checks
Musk’s transformative journey with Twitter marked the symbolic shift from the bluebird to the mysterious “X” and to enigmatic discussions. The acquisition of the social media giant and Musk's subsequent involvement have brought about a series of changes that have stirred debates, speculation, and intrigue. From staff layoffs to legal actions, the ripple effects have ignited discussions about the platform's future.
The introduction of the “Twitter Blue" subscription model, a dynamic verification process, and the reimagining of the platform's logo as "X" reflect Musk's ambition to redefine the platform's identity and capabilities. The responses from industry experts showcase varying perspectives, from considering the change as a symbol of innovation and modernity to questioning its intent and impact on brand loyalty. Whether the "X" represents a marketing stunt or a bold transformation, it is certain that this iconic shift will continue to spark conversations and shape the course of Twitter's future in the ever-evolving landscape of social media.
