X factor – Twitter’s rebranding widens its scope, signifies massive overhaul: Experts

Ever since Elon Musk acquired Twitter in October 2022, the platform has been undergoing a series of transformative changes. Musk’s ambitious vision is to turn Twitter into an all-encompassing “Everything App” that goes beyond microblogging and incorporates a wide range of features, including shopping and banking services. With this transformative mission, Musk has been making significant changes to reshape Twitter’s identity and functionality.

Musk’s efforts to revamp Twitter have been comprehensive, here are some aspects of the platform:

Restructuring and Layoffs: Acknowledging the platform’s financial struggles, Musk made the tough decision to cut thousands of jobs, reducing the workforce by approximately 80%. This was a necessary step to address the daily loss of $4 million and to bring the platform back on track.

Tweet Reading Limits: In an effort to encourage healthy engagement and reduce information overload, Musk imposed daily tweet reading limits. Verified users could read up to 10,000 posts per day, while unverified users had a limit of 1,000 posts per day. New unverified users were further restricted to 500 posts per day. This move aimed to improve user experience and curb ‘spammy’ behaviour.

Enhanced User Privacy: Under Musk’s leadership, Twitter introduced a protective layer that requires users to log in before viewing other profiles or tweets. This step was taken to safeguard user data and protect the platform from potential data exploitation.

Video and Voice Calling: In a bid to compete with other social media platforms, Musk planned to incorporate video and voice calling features on Twitter, transforming it into an “ultra app” that rivals WhatsApp, Telegram, and Instagram.

Paid Blue Badge Subscription: The introduction of a paid subscription service for the coveted Blue Tick verification badge raised concerns among users. Previously authenticated users were upset to see the legacy Blue Ticks removed and replaced with a subscription-based model, offering premium features to badge holders.

Two-Factor Authentication: To enhance platform security and combat abuse, Twitter added two-factor authentication via text message. However, this feature became a paid option exclusively for Blue Badge users.

Publisher Monetisation: Musk’s focus on monetisation led to a feature allowing publishers to charge users on a per-article basis, providing an opportunity to generate revenue from the platform.

Open Source Approach: An important milestone in Twitter’s transformation was Musk’s announcement of adopting an “open source” approach. This shift towards greater transparency would allow the public to examine the company’s proprietary software and even propose changes to the platform’s code, fostering collaboration with the broader community.

Account Removal Policy: Twitter announced its intention to ban accounts that shared links to rival social media platforms, including Facebook, Instagram, Mastodon, Truth Social, Tribal, Post, and Nostr. TikTok, however, was notably absent from this list.

Leadership Change and Rebranding: In June 2023, Musk stepped down as CEO, and Linda Yaccarino took over the role.

The platform has now undergone a rebranding, reflecting its transition into an “Everything App” under the umbrella of Musk’s other company, X Corp.

There have been myriad reactions to Twitter dropping its name as well as removing the iconic blue twitty bird logo. Sharing their reactions with Adgully on this Twitter rebranding, industry experts had several interesting observations to share.

Sunil Agarwal, Director, Vinod Cookware:

“In a digital landscape where connections and conversations are the heart and soul of human interaction, Twitter’s new logo and name bring a breath of fresh air to the online realm. The revamped identity of Twitter captures the essence of seamless communication, inspiring users to share, and express themselves with ease. It symbolises a commitment to the same values that Vinod Cookware stands for. At the heart of Twitter’s transformation lies the belief that every individual has the power to make an impact through 280 characters or less. Just as each ingredient contributes to a flavourful dish, every tweet has the potential to inspire, inform, and ignite positive change.”

Mitesh Kothari, Co-founder and Chief Creative Officer, White Rivers Media:

“Although the transformation of Twitter into ‘X’ has stirred up social media, Elon Musk had foreshadowed this change earlier. The envisioned ‘X’ app aims to be a comprehensive platform offering unlimited interactivity, messaging, and mobile payments while preserving its core communication pathway. Musk’s visionary approach is evident as he strives to transform Twitter into a global marketplace, fueled by AI, catering to ideas, goods, and services. The potential for innovation in the social media landscape is boundless, and we stand poised to witness the platform’s transformation as time goes by.”

Manish Solanki, COO and Co-Founder, TheSmallBigIdea:

“The platform has always set a benchmark with its trail-blazing innovations. With evolving times, Twitter is now ready to set the bird free. No frills or fancy designs, just a minimalist X is enough to rattle the many users. While this may divide the community, the timing of this rebranding is crucial. This could signify a significant departure from the platform’s current identity and potentially pave the way for Twitter’s evolution into a more multifaceted and innovative digital space.”

Tejas Rathod, Founder and COO, Mobavenue:

“In the ever-changing world of social media, Twitter’s rebranding from the classic blue birdie to the nostalgic X.com is a significant move, especially with Elon Musk’s historical connection to X.com, the precursor to PayPal. There’s an added curiosity about the platform’s future direction. This move could potentially broaden the platform’s functionality and reach into an ‘Everything App’, signalling an exciting era for the social media giant.”

Angad Singh Manchanda, CEO & Co-founder, Chimp&z Inc:

“With the rebranding move that is breaking the Internet, it might look like Elon Musk is aiming to rebrand Twitter as X on the surface level. However, this move signifies more than what meets the eye. With the vision that Musk has for Twitter or X as it is known now, this change in brand implies that we are closer to a massive overhaul of the social media platform than ever before. Musk’s vision to have one social media platform for everything – be it socialising, voicing opinions, or even trading in cryptocurrency – might as well be the next big revolution that shapes the future of the Internet. It remains to be seen whether Musk will be able to achieve his ambitious goals for Twitter. However, his vision for the platform is certainly one that is worth keeping an eye on. What’s for sure is that this is not the last we are hearing of X, as we bid adieu to the iconic blue bird.”

Shantanu Tripathi, AVP Strategist - Social Media, Auburn Digital Solutions:

“Musk has long been fixated by the ‘X’ symbol. He claimed that ‘buying Twitter is an accelerant to creating X, the everything app’ in October of last year. Space Exploration Technologies Corp, also known as SpaceX, is Elon Musk’s rocket business. Musk also established X.com, an online financial services business that is now known as PayPal, in 1999. Now that we are aware of the cause, we can better comprehend why the new Twitter logo abruptly changed from a bird to the letter ‘X’.”

Alin Choubey, Business Head - North, FoxyMoron, Zoo Media:

“Twitter’s rebranding as ‘X, the everything app’ certainly introduces a wave of anticipation, but I also recognise certain apprehensions surrounding this shift. While a logo change is just the surface, questions arise about how the platform will execute its vision and differentiate itself from competitors. WeChat’s success in China sets a high bar for ‘X’ to deliver a seamless, comprehensive experience to users worldwide. As Twitter merges into X Corp, concerns arise about potential disruptions or challenges during the transition. However, I remain cautiously optimistic, ready to navigate these uncertainties and collaborate with ‘X’ to harness its immense potential for reshaping digital communication and connections.”

Anushree Jain, Co-founder, SocialTAG:

“Twitter’s rebranding is likely to have a significant impact on the ecosystem. The new logo, typography, and colour scheme are designed to be more modern and inviting, which could make Twitter more appealing to a wider range of users. This could lead to an increase in brand awareness and engagement for businesses that use Twitter for marketing. With its new tagline, we believe Twitter is positioning itself as a platform for innovation and change. Along with this, we can also expect that the whole rebranding will bring new ways to run campaigns on the platform as the colours and logo might be easier to integrate.”

Jinal Dedhia, Co-founder, Acadzo:

“In the world of online learning and social connectivity, Twitter’s new name and logo symbolise an unwavering commitment to innovation and progress. As the co-founder of an EdTech platform, I am excited to see Twitter rebrand itself as X. I believe that this move reflects Twitter’s commitment to becoming a more open and inclusive platform for learning. I’m particularly excited about the potential for X to become a more powerful tool for educational institutions like Acadzo to connect with students and teachers. We believe that X can be a valuable resource for sharing educational content, engaging in conversations about learning, and building connections with our community.”

Meet Jatakia, Director of Branding and Marketing, Cossouq:

“Cossouq is excited to see the new rebranding of Twitter’s logo and name. We believe that this change reflects Twitter’s commitment to becoming a more open and inclusive platform. The new name, ‘X’, is more versatile and can be used to represent a wider range of products and services. This rebranding is a sign that Twitter is ready for the future and is committed to innovation. We also have high expectations for Twitter to become a more powerful tool for businesses like Cossouq to connect with customers and build relationships with them. At Cossouq, we use Twitter to share product news, announce special offers, and launch our campaigns. We believe that Twitter is an essential platform for businesses like ours to connect with their target audience and build a meaningful rapport with them. We look forward to seeing how Twitter evolves in the years to come.”

Dr Mohd Asif, Co-founder, Cara Clinic:

“The new logo and name of Twitter reflect a remarkable evolution in the world of social media, embracing Elon Musk’s fresh vision to make it the digital town square of the future. The reimagined name echoes a sense of growth and evolution, illustrating Twitter’s desire to remain relevant in an ever-changing digital landscape. Just as Twitter has become an integral part of the online social fabric, the new name solidifies its place as a platform where voices unite, information flows, and connections thrive. The new logo and name of Twitter encapsulate the essence of a platform that empowers individuals to express themselves, share ideas, and form genuine bonds with others, reaffirming Twitter’s status as a driving force in the digital age of communication.”

Dr. Somdutta Singh, Founder and CEO, Assiduus Global Inc, Angel LP Investor:

"Twitter's new logo gives its iconic bird a fresh and modern makeover! Twitter has always been the heartbeat of the digital world, capturing the essence of progress and evolution. The new logo, a cross mark symbolizes the platform's adaptability and exudes creativity, reflecting Twitter's commitment to staying at the forefront of innovation.As the world's go-to platform for real-time conversations, Twitter's refreshed logo is a symbol of its dedication to connecting people, and driving positive change. It will be interesting to witness the next chapter of Twitter's evolution."

Ajay Prashanth, Head - Ecosystem Growth at bitsCrunch:

"Elon Musk's recent unveiling of the new "X" logo for Twitter and his vision to transform it into an "everything app" could have significant implications for the finance industry. X aims to be a comprehensive platform centered around audio, video, messaging, payments/banking, and powered by AI. This suggests that X could offer a variety of financial features and capabilities, potentially disrupting the traditional finance landscape. For example, X could facilitate seamless financial transactions, including peer-to-peer payments, online banking services, and even cryptocurrency transactions. Additionally, X could provide a space for third-party fintech applications, fostering innovation in financial technology and introducing new products and services catering to diverse financial needs. With Musk's plans to monetize Twitter through premium subscriptions, similar premium financial services might be offered within X, providing additional benefits to paying users. Overall, Musk's ambitious plans for X hold the potential to disrupt and redefine the finance industry, offering new possibilities for users, businesses, and fintech companies. As X evolves and gains popularity, its financial offerings and capabilities could shape the future of financial services."

Malay Desai, Associate Director - Content Management of Sportz Interactive:

"I think it's less of just a logo revamp and more of step one of a Twitter overhaul. My immediate reaction was 'Wow, Musk killed the most visible brand identity of the platform, overnight!' Right now, it obviously feels like a loss for old-time users such as me, but we can just hope that he has a strategy, not a whim, to execute this 'everything app' plan. I'm sure of two things - if the 'X' ecosystem (social, messaging, payments) works out, it will care about only those who pay. The days of Twitter being a 'free, public town square' are now officially over."