Look, I know it’s my job and I shouldn’t complain but I really just can’t write any more news on Twitter or Elon Musk’s multiple shenanigans. And yet here I am. To be clear, this is not at all at the fault of my boss, it is entirely at the fault of – you guessed it – Musk and his said shenanigans. 

Here’s the tea this time: Twitter is no longer Twitter. Musk is rebranding it as ‘X’.
This big change comes following multiple smaller changes including charging for blue verification ticks among others. Musk announced the news on Sunday via Twitter/X claiming he has ‘always planned’ the change. By yesterday morning, the iconic blue bird logo was scrapped and replaced across the site with an X.
If I’m finding this all a headache, I can only imagine how marketers feel. 

One marketer, Brian Chevalier-Jordan, CMO at National Business Capital, told Digiday that he has been really put off. While his company doesn’t advertise on Twitter, or X, right now, his team was considering an ad buy in the coming months as part of a broader paid social media campaign. But this latest move to rebrand hasn’t exactly made him eager to advertise with the platform.

“I am concerned that Musk will continue to make random changes to the platform, either alienating more casual users of the service who tend to be people my company would market to, or change the advertising tools that allow us to target users,” he said. “If users start to defect, it reduces the usefulness of the platform and if the tools degrade, it makes it harder to find business benefits from it.”

Following the chaos of the past six months, this rebrand seems like a clear attempt to close the chapter on that part of his ownership and open another on the next. In the defence of Musk claiming he ‘always planned’ the change, he has been vocal about turning Twitter into a so-called “everything app” like WeChat, where people are able to do all manner of things, from purchasing goods to talking to their friends. Doesn’t Meta already do this with the likes of Instagram Shop and DMs? Or Apple with Apple Pay and Facetime? Yet, and rather unsurprisingly, there was no prior warning or heads up of this latest (and significant) move. Marketers have been frustrated so far, looking to understand what Musk’s plans are for his platform business. In fact, this most recent move has achieved quite the opposite effect, leaving advertisers feeling uncertain and unconvinced. 

Considering Musk’s track record with Twitter, this latest abrupt move only adds to those existing worries. Indeed, it further erodes any remaining trust, if there was any left at all, that marketers might have had in the platform. 

The changes are causing marketers anxieties as they worry Twitter’s future as X will fail (they have reason to predict this following its recent changes).  Over the years, marketers have invested significant resources into building their presence on Twitter, and any changes could potentially impact engagement and reach. 

The lack of education around the announcement also means that marketers don’t know anything about the rebrand, what it means and where the platform will go in the next several months. This makes it impossible to plan for accordingly. And, let’s not forget, it was only a week ago that Musk admitted that Twitter’s ad revenue is down 50%, clearly indicating that while marketers have returned to the platform, they aren’t spending even half as much as they were before. The trust simply isn’t there. And Twitter needs that trust given it’s still trying to break even. 

At the end of the day, regardless of what the platform is called going forward, most users and advertisers have likely already decided whether to remain on Twitter — or rather, X — and put up with the uncertainty, or ditch it for somewhere else. Why? Simply because marketers still have concerns over the potential disruptions to their existing strategies and account performance. After all, the rebrand is just another sign of uncertainty on the app. 

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