Twitter Rebrand To X : Guide To New Twitter Formerly X

  • Updated On 14, Sep, 2023

Table of Contents

The Indisputable Effect of X (Formerly Twitter)

Since its founding in 2006, X (Formerly Twitter) has quickly become a favorite for individuals, news outlets, and marketers. This is thanks to its easy interface, ease of use, and ability to reach a broad audience. 

The platform has also been instrumental in allowing people to have their voices heard and connect with others worldwide. 

X (formerly Twitter) has become one of the most popular social media platforms, with over 400 million users globally. It has also changed how we communicate by allowing people to connect instantly. 

Twitter has always been a creative microblogging site  as it has branched out into areas of innovation like short video with Vine or live video with Periscope. 

It was a concept well ahead of its time, way before the recent and tremendous popularity of TikTok and short-form content over the past five years.

However, contrary to popular belief, X (formerly Twitter) has yet to be profitable, aligning with the startup concept popularized by Uber and Snapchat.

Those companies aimed to secure enough active users and visitors for their websites to grow large enough to start cutting losses in the future. 

Twitter has not had a profitable fiscal year since its founding, except for its profitability streak in 2018 and 2019. This shouldn’t be a shock, as the blue bird isn’t using aggressive marketing tactics and advertising methods like its rival Meta.

However, X (formerly Twitter)’s financial struggles haven’t diminished its effect on society. It remains the most popular digital space for news outlets, public figures, and individuals who aren’t fans of Meta’s constant legal troubles.

Despite the financial struggles, Twitter’s innovative solutions have presented a groundbreaking space to shape modern pop culture.

Many now view Twitter as more of a news outlet than a social media site. The platform first announces and popularizes breaking news of multiple global events.

Over the years, Twitter’s reliability has made it a favorite for individuals, especially marketers. It has made building a brand image on Twitter and presenting it to the public easier than on any other social media channel.

At the same time, Twitter is still riddled with misinformation, cyberbullying, and toxic discourse issues.

But regardless of its flaws, Twitter is deeply embedded in our society’s social fabric. While it faces profitability challenges, Twitter’s cultural significance is undeniable.

Is Twitter Now Called X?

Twitter Rebrands To X

At the beginning of 2022, Elon Musk famously started buying Twitter shares, accumulating 9.2% of the total, or about $2.6 billion. This made Musk the largest shareholder of Twitter. 

Since then, it has been chaotic at Twitter headquarters. The three months between January 2022 and April 2022 were filled with flip-flopping decisions by Musk.

 He made a false offer to buy the company, then got penalized and forced to purchase the whole platform to avoid legal troubles. 

On April 14, 2022, Musk began acquiring X (formerly Twitter) in a deal valued at $44 billion. That represented 22% of Musk’s $200 billion net worth.

As one of the most significant acquisitions in history and the third-largest tech acquisition ever, it ranked behind only the Microsoft-Blizzard and Dell-EMC deals.
Since then, Twitter (now known as X.com) has undergone constant changes, with some arguing that it’s too much turnover for any platform to handle at once. Especially with the sudden rebranding of the website to X.

Why “X” Letter To Represent The Company?

Believe it or not, this is not the first time Elon Musk has chosen the letter X as the legal name of one of his many companies.

Alongside Harris Fricker, Christopher Payne, and Ed Ho in 1999 in Palo Alto, Musk founded an online bank with the domain x.com, which later merged with a competitor called Confinity in 2001. X was later renamed PayPal, the infamous online banking portal now owned by eBay.

With his long history with the letter X, Musk has announced his plans to make Twitter an “everything” application, much like China’s WeChat or Japan’s Line. This rebranding signals Twitter’s new movement into the future.

Rebranding Logo and Business Name To X.com

The future that Elon Musk picked for X (formerly Twitter) was interesting in its way. While most brands don’t change their name, logo, color palette, and identity in one night, Musk has defied all limits by doing that.

The blue bird is now black, and there is no bird at all. It’s just the plain X letter. And while Alex Tourville is the official designer of the logo, it looks awfully like the mathematical double-struck capital X. Which raises some intriguing questions. But you must wonder, how is X any different from Twitter?

What Is New In “X Formerly Twitter”?

X (formerly Twitter) felt the effects of its changes almost immediately after Musk finalized the October 2022 acquisition. While some changes had positive impacts, most adversely affected the platform and Musk himself.

Here is a complete timeline of Twitter’s Changelog transformations over the past year:

October Twitter Changes 2022

  • Musk officially acquires Twitter.
  • Musk plans verification changes and is considering revamping Twitter Blue to $19.99/month.

November Twitter Changes 2022

  • Chaos ensues over the new Twitter Blue verification system.
  • Mass layoffs and executive exits began after Musk’s takeover.
  • Musk proposes a new multicolor verification system.
  • Improvements made to Community Notes crowdsourced fact-checking
  • iOS Twitter Blue prices were raised to $11 to offset App Store fees.

December Twitter Changes 2022

  • Twitter Blue relaunched with a new verification process and Blue for Business.
  • Legacy verifications will be removed in the coming months, Musk says.
  • The Trust and Safety Council disbanded.
  • Suspension spree including prominent journalists.
  • More layoffs in the policy and engineering departments.
  • Twitter Blue allows 60-minute video uploads.
  • Stock and crypto prices are added directly to search results.
  • Annual Twitter Blue subscriptions are offered.
  • HQ furniture is auctioned off.
  • The algorithmic timeline defaults to chronological order.

January Twitter Changes 2023

February Twitter Changes 2023

  • CoTweets discontinued.
  • Ad revenue sharing with creators was planned but not delivered.
  • 4,000-character tweets are enabled for Twitter Blue subscribers.
  • The basic API tier costs $100 per month.
  • The new API launch was delayed again.
  • Multiple rounds of layoffs continue.
  • Cannabis ads are allowed where legal.

March Twitter Changes 2023

  • The political ad ban was lifted.
  • Login is required to view tweets on the web, and then they are removed.
  • Substack links are censored on Twitter.
  • Notes feature brought back as Articles.
  • Job listing features are in development.
  • The time limit was lowered to 30 days for new accounts before buying Twitter Blue.
  • Algorithmic “For You” timeline to be the default for verified users.
  • New API tiers were announced.

April Twitter Changes 2023

  • 10,000-character tweets were rolled out for Blue subscribers.
  • Labels are to be added for down-ranked rule-violating tweets.
  • The policy against misgendering transgender people was removed.
  • Twitter threatens legal action against competitors.
  • Microsoft dropped Twitter from its ad platform.
  • Legacy blue checks were removed on 4/20.
  • Email requires ad buyers to have a blue checkmark.
  • “Government-funded” labels were removed from media outlets.
  • Labels are added to tweets with reduced visibility.
  • The EU warns Twitter about misinformation concerns.

May Twitter Changes 2023

  • Advanced search filters were rolled out on mobile.
  • A bug made private Circle tweets public.
  • Cheaper verification is considered for organizations.
  • Free API access for public service accounts.
  • Emoji reactions are added to DMs.
  • Encrypted DMs roll out for Blue subscribers.
  • Ad revenue sharing with creators is planned.
  • Linda Yaccarino was named the next Twitter CEO.

June Twitter Changes 2023

  • The edit window was extended to 1 hour for Twitter Blue subscribers.
  • Twitter was evicted from its Boulder office over unpaid rent.
  • Twitter faces a $250 million lawsuit from music publishers.
  • Twitter subscribers can post 25,000-character tweets.
  • Login required to view tweets, then removed.
  • The number of viewable tweets is limited for users.
  • Tweet Deck access is limited to verified users.

July Twitter Changes 2023

  • Twitter rebrands as X.
  • X shares ad revenue with verified creators.
  • X introduces DM settings to address verified spam.
  • X prepares the job listing feature.
  • X brings back Twitter Notes as Articles.

X opens up ad revenue sharing globally for creators.

How “X” Is Different From Twitter?

Before Elon Musk acquired Twitter, the platform was in a relatively good state regarding marketing and ads. In 2014, Twitter (now X.com) launched analytics features that deeply benefited marketers running ads there. Since then, Twitter consistently provided marketers with features to leverage and create content that sells.  

While known for enabling instant conversations and breaking news access, individuals used Twitter to follow topics of interest, curating feeds via the platform’s algorithm.

Most brands leveraged Twitter to engage customers, provide social customer service, and showcase company culture and values. Marketers use it to promote campaigns, connect with influencers, and analyze data and trends.  

Key X (formerly Twitter) features as of 2022 included: 

  • tweets, 
  • hashtags, 
  • mentions, 
  • retweets, Lists, and Spaces for live audio. 

Sharing relevant industry news and using Lists to segment content were effective organic tactics. Paid options included promoted tweets, follower ads, takeovers, and live videos.

To develop an effective Twitter marketing strategy, marketers researched relevant hashtags, scheduled optimally, set measurable goals, and experimented with approaches. 

Brands achieved heightened awareness with unconventional methods like quirky, non-product-related posts, fake competitions with competitors, and meme posting. This shaped modern Twitter marketing into a creative, organic space vs. overt promotion. The approach has influenced other channels, most famously TikTok.

However, X (formerly Twitter) wasn’t the optimal marketing space for brands, as it lacked the targeting of competitors like Meta’s business suite. As users increasingly disliked Facebook, marketers had to get more creative with their Twitter methods! 

But with this rebrand comes trouble. 

Legal troubles .. 

Legal Issues Accompanied by Rebranding To X

The rebranding of Twitter now X, comes with its own set of troubles. Trademark attorney Josh Gerben has said about this rebranding Reuters: “There’s a 100% chance that Twitter is going to get sued over this by somebody,” as the letter X is commonly cited in trademarks.

It’s a known fact that most tech companies like to use the letter X in their products’ names. More than 900 trademark registrations in the US alone involve the letter X, including tech giants like Microsoft and Meta. 

But what does this mean for you as a marketer? Not much. Marketers should focus on the new updates and elements that Twitter added to its features and how to use them properly to increase organic traffic. 
Here is what our marketing professionals expected about the whole Twitter To X rebranding.

X.com What to Expect as a Marketer?

Since Musk acquired Twitter, the platform’s algorithm has constantly changed, disrupting what marketers and users relied on for decades. X (formerly Twitter) is implementing sweeping algorithm changes that will impact marketing strategies there. 

Brands and marketers must understand these updates and implement new tactics to reach audiences effectively.

Some changes significantly affect marketers. Brands that previously benefited from Twitter’s blue verification checkmark now must subscribe to Twitter Blue for the same perks. 

How Much Individuals And Organizations Pay For X (Formerly Twitter) Blue Badge Verification ? The Answer is  : Individuals pay $11 monthly, organizations up to $1,400.

Brands must weigh visibility against costs. Algorithms now reward paid verification, elevating brands on the ” For You” page. Marketers must understand the platform’s new checkmarks, like gray for government officials and gold for businesses.

Critically, engagement is now feed-prioritized. Likes, retweets, and replies boost tweet visibility as algorithms evolve.

Visual content and trending topics also get rewarded. 

Ironically, overusing links, hashtags, and branding now penalizes reach.

Marketers should stick to two strategic hashtags maximum. Links generally hurt reach, putting product marketers in an awkward position for driving site traffic.

While reasonable for average users, these changes heavily impact marketers and business owners. With constant change, marketers must make quick decisions about platform viability. 

In 2023, X formerly Twitter implemented changes benefiting marketers, like increasing the character limit to 10,000 for Blue users. 

While helpful for multichannel content recycling and announcements, sticking to the original 280-character limit retains prospect attention.
Despite changes, proven strategies remain effective on X:

Third-Party Posting Software

Third-party tools like Social Bee, Zapier, HubSpot Or IFTTT remain useful despite X (Rebranded From Twitter) expanded native scheduling and analytics. Third-party solutions deliver quicker, more accurate results.

Focus on Organic Content  

While now offering more paid options, organic, entertaining content works best. Post quirky tweets, polls, quote retweets, images, and videos. With fewer past limitations, achieving organic success is easier.

Promoted and organic content should highlight brand community over direct product promotion. More brands find viral success by embracing Gen Z and millennial meme culture and interactive discussions.
Successful brands on X sell branding and engagement over product-pushing.

What Marketers Must Focus on Now

Succeeding on today’s X (formerly Twitter) requires focusing on the following:

Influencer Collaborations

Affiliate marketing has long existed, but influencer reach has exploded on X (formerly Twitter) from 2022-2023, making collaboration invaluable. 

Influencers provide advantages like:

  • Expanded brand awareness through organic product showcasing and mentions to engaged followers
  • Sales lift from recommendations and trackable discount codes  
  • Brand humanization through their relatable nature
  • New audience diversification and growth

Effective partnerships involve clear expectations, tailored perks, and performance-based compensation.

Track engagement metrics like likes, clicks, and conversions.

Micro and nano influencers often deliver the best cost-effective results thanks to audience trust.

Celebrity partnerships also work by instantly expanding visibility and credibility.

Embracing Meme Culture and Viral Moments

While always big on X (previously Twitter), memes and viral content are increasingly important amid the platform’s unpredictability.

Capitalizing on them effectively engages audiences. 

Strategic ways brands can harness memes and trends include:

  • Monitoring trending topics and news for timely, lighthearted commentary and meme creation  
  • Ensuring memes match the brand voice and participate only in authentic, good-natured trends
  • Engaging with and monitoring viral branded memes and content  
  • Encouraging user-generated memes through branded hashtag challenges
  • Carefully participating in meme culture only where appropriate  
  • Analyzing performance data to refine approaches over time

Capitalizing on real-time viral moments earns attention and engagement. Quick, authentic reactions incorporating strategic humor make brands part of the cultural conversation.

Building Communities

While amassing followers matters, engagement is now more critical than passive reach. Brands must foster engaged communities that meaningfully interact.

Effective tactics involve:

  • Encouraging user-generated content through challenges and partnerships
  • Consistent audience interaction through likes, replies, shares 
  • Gathering feedback via polls and surveys to inform content
  • Analyzing data like replies and clicks to target the highest-engagement segments

Evolving from broadcast promotion to two-way conversations builds loyal brand communities.

Closely Monitoring Algorithm Changes 

Given X (formerly Twitter)’s unpredictability under new ownership, brands must diligently track algorithm updates impacting visibility. Stay ahead of changes by:

  • Reviewing @TwitterSupport for announcements
  • Testing and analyzing the performance impact of new formats  
  • Following Twitter-focused news outlets tracking every behind-the-scenes tweak
  • Using Twitter analytics tools to identify engagement shifts from algorithm changes
  • Connecting with industry peers to share intel on the latest changes and best practices
  • Subscribing to Twitter Blue for early access to new rewarded features  
  • Adjusting strategies and doubling down on what proves successful
  • Observing unexpected tweet performance to reverse-engineer algorithm signals

The brands that will thrive amid Twitter’s volatility are those relentlessly analyzing, adjusting, and optimizing through each transition. Staying ahead of the algorithm requires flexibility, rigor, and resilience.

Sharpening Advertising Creative Strategy 

With the New rebranded Twitter (X)  algorithm in flux, meticulous, creative testing and optimization is paramount. Rather than set-it-and-forget-it ads, focus creatively:  

  • Design diverse ad formats, including images, GIFs, videos, polls, contests, and engagement campaigns
  • Ensure visual assets are eye-catching yet on-brand, optimized for mobile 
  • Test informational, humorous, and inspirational tones aligned with the brand voice
  • Contextualize ads around relevant cultural trends and moments  
  • Localize messaging and visuals to specific regions and languages
  • Feature diverse perspectives and communities in visuals and casting
  • Iterate on highest-performing elements based on daily performance data
  • Judiciously incorporate current cultural references and memes to engage Gen Z

With competing dynamics like algorithm changes and economic uncertainty at play, crafting standout creative is crucial. Treat ads as living campaigns requiring continuous optimization.

Final Thoughts

Amidst X (formerly Twitter)‘s ongoing evolution, marketing strategies must remain nimble and adaptable. Brands can still succeed despite the turmoil by focusing on influencer partnerships, spaces, visual content, communities, algorithm monitoring, and creative testing. 

While the path forward remains uncertain, marketers doubling down on humanizing, engaging, and analytically-driven tactics will sustain relevance and results on the platform. Though the bluebird has flown the coop, opportunity awaits brands willing to spread their wings creatively.

Succeeding on today’s Twitter rebranding to X requires identifying each algorithm shift, trend, and feature change at the earliest opportunity. Meet your audience wherever they are, even as their preferred destination changes. 

The brands that will thrive embrace experimentation, agility, and resilience as their guiding virtues. The rest risk being left irrevocably behind.