When Elon Musk acquired Twitter in October 2022, people didn't know what to expect. Known for his bold ventures and unconventional leadership style, Musk promised to usher in a new era for the platform. Now, almost two years after its change of ownership, Twitter is almost unrecognizable. But is this change in a good or bad direction? Let's find out!
- The positive change
One of the most significant positives of Musk's tenure is his relentless pursuit of innovation. Until two years ago, Twitter was one of the most conservative platforms when it came to the changes happening on it. It was widely known just as a microblogging site that allowed tweets of 140 characters and had a strict verification policy.
This is far from the case anymore, and the changes taking place in the platform are part of its everyday life. That's why Twitter, a platform that has seen relatively few fundamental changes over the years, has suddenly found itself at the forefront of technological experimentation.
One of the most important changes to the platform was the provision of a number of additional features to subscribers, including the ability to edit tweets, longer videos and reducing ads. This gave users more control and a personalized experience.
"Community Notes," were also introduced - a tool that allows users to add context to tweets with potentially misleading content, promoting transparency and fighting misinformation.
On top of all that, Elon Musk opened up the platform's API for wider use, which spurred the development of new Twitter/X-based apps and integrations.
- The negative change
Despite the innovations, Musk's leadership is not without huge public disputes and controversies on a daily basis. His impulsive approach led to several missteps that caused concern among consumers, employees and advertisers.
Musk's stance on free speech is a double-edged sword. While he advocates for minimal content moderation, arguing that the platform should be a place where everyone can speak freely, this approach has led to an increase in hate speech, misinformation and harassment. The return of banned accounts, including those associated with extreme views, has made Twitter a more volatile space, driving away users and advertisers concerned about the safety of their brands.
Musk's decision to overhaul Twitter's verification system by introducing a paid subscription model was met with criticism. The new model allowed anyone who wanted a verification, to purchase it by subscribing. This led to an increase in misinformation and mass exploitation of the system by users. Although corrections were made relatively quickly, the damage was already significant, and the trust in the platform had fallen.
- The rebranding
Perhaps the most controversial aspect of Musk's tenure has been the decision to rebrand Twitter as "X." This rebranding represents not only a name change, but a symbolic break with Twitter's roots - the platform is now completely different and there is no point in comparing it to its predecessor.
The iconic blue bird logo was more than just a symbol; it was a global platform identifier that carried significant emotional and cultural value. By replacing it with the generic "X," Musk effectively erased over a decade of building an identity that was highly integrated and embraced by consumers. The new name was criticized for its lack of originality and emotionality. This, in turn, led to its mass rejection - users continue to call the platform Twitter, even though they know that it is no longer its name.
The suddenness of the rebranding and the lack of clear communication about what the "X" name was trying to communicate led to confusion among consumers and advertisers alike. Longtime users who had developed a deep connection with Twitter suddenly found themselves on a platform that was completely unfamiliar to them.
- What can we expect?
The platform's future largely depends on how well it can balance its ambitious vision with the practicalities of a global social network. If Musk can turn X into the "everything app" he envisions, it could redefine the realm of online platforms and set a new standard for online communication. But if the rebranding and related changes fail to win over consumers and advertisers en masse, "X" could easily become an important warning — that's what happens when innovation is pursued at the expense of consumer trust.
That's how things look for the beloved platform Twitter (now X) right now. And if you want to learn a little more about another legendary social network, read our article dedicated to Vine.