Twitter Rebrands to X

We wrote a previous article extolling the advantages of potential Twitter campaigns. Elon Musk recently threw a bit of a curveball to digital marketers by rebranding the Twitter platform to X. Is Twitter/X still a worthwhile place to run campaigns and find quality prospects? We believe it is.

Twitter’s decision to rebrand itself as X has generated mixed reactions within the digital marketing community. While rebranding can be a strategic move to revitalise a company’s image and appeal to a broader audience, it can also alienate existing users who are familiar with the original brand. The success of this rebranding effort will depend on how well X communicates its new identity and whether it manages to retain its loyal user base during the transition.

So far the rebranding hasn’t been very popular among the populous. App Store users began downrating the app. Influencers are complaining of loss of subscriber blowback. The switch hasn’t been smooth. So far it’s been anything but illuminating for marketers 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.

Facebook’s rebrand to Meta hasn’t been popular either, especially in the wake of the near complete failure of the metaverse. X could suffer a similar fate, especially since users aren’t even sure what to call their activity on the platform anymore. Is it tweeting? Is it X-ing? Nobody knows and it just doesn’t feel right.

However, X’s effort to eliminate bots, fake traffic, fake accounts, and the like, is a still a huge boon for marketers. Even if there is rebranding blowback, digital marketers can at least rest assured that audiences they target on the platform are more likely comprised of real prospects and that the data available to market to those prospects is genuine.