Last week marked the one-year anniversary of Elon Musk’s takeover of Twitter, now known as X. So, what’s been happening in the world of tweets, err… posts, since then? Let’s take a look!
Site Traffic Explosion
Since Musk took the reins, X has seen a massive spike in site traffic. More eyes, more clicks, more everything! Increased traffic means a higher potential for impressions and interactions, which can be a boon for brands looking to enhance their online presence. Whether this is due to the media attention and controversy, rather than the platform’s features, would be interesting to know.
Pro: Larger audience reach and more engagement opportunities.
Con: Increased traffic can also mean more noise, making it harder to stand out.
Freedom of Speech Fiasco
The takeover has sparked significant debate regarding freedom of speech on the platform. Musk’s commitment to a more open dialogue has been praised by some but criticised by others who feel it has led to a rise in harmful content and misinformation. This controversy can impact brand safety and the decision to advertise on X.
Pro: Enhanced freedom of speech may attract users who value open dialogue.
Con: Potential rise in harmful content can deter brands concerned about their reputation.
Push for Video Content
X has placed a strong emphasis on video content, a departure from Twitter’s previous text focus. This shift is bringing in more ad revenue as videos often attract higher engagement rates. For marketers and businesses, this means new opportunities to create compelling video campaigns.
Pro: Higher engagement rates and more creative advertising opportunities.
Con: Brands need to invest more in video production, which can be costlier than traditional text-based content.
From Niche to Mainstream
Twitter was often seen as a niche platform with a dedicated user base. X aims to be bigger and more mainstream, expanding its user demographics and usage scenarios. It’s bigger, broader, and trying to be better.
Pro: A more diverse crowd to interact with.
Con: Your favourite niche memes might get lost in the shuffle.
Big Brands, Big Exits
Despite the traffic surge, many big brands have hit the brakes on their paid ads – citing concerns over content moderation and brand safety.
Pro: Less competition for ad space might lead to lower costs for those who stay.
Con: Brand safety concerns remain a significant issue.
The Iconic Twitter Name
Even after a year, many users and brands still refer to X by its iconic former name, Twitter. This indicates strong brand recognition and loyalty to the original identity.
Pro: Continued brand recognition can aid in maintaining user loyalty.
Con: Confusion in branding can dilute the impact of the rebrand.
Branding Evolution
The rebranding from the beloved Twitter bird to the new X branding has been met with mixed reactions. The Twitter bird was an iconic symbol, and some users and brands feel a sense of loss with its departure.
Pro: Fresh branding can signify new beginnings and attract curiosity.
Con: The loss of an iconic logo can alienate long-time users. Not to mention, the money and effort spent by the business to rebrand.
Business Model Shift
X has shifted towards a more business-centric model, introducing features like paid verification, and subscription services. This move aims to generate revenue directly from users, rather than relying solely on advertising.
Pro: New revenue streams can make the platform more sustainable.
Con: Paywalls and monetisation of features might deter casual users.
So, what do you think? With all this being said, we think X might be slowly but surely on its way out, with personal and business social accounts focusing on Instagram, TikTok, and Facebook.
