The Impact of Twitter's Rebrand on Users: Excitement vs. Scepticism

The Impact of Twitter’s Rebrand on Users: Excitement vs. Scepticism


On July 23, users who logged onto Twitter discovered a black X instead of the usual small blue bird logo in the corner of their browser tab. Has Twitter’s rebrand shocked you as well?

Elon Musk, a software entrepreneur and Twitter’s CTO, recently shocked almost everyone by announcing plans to rebrand Twitter, which he had acquired in October 2022 for a highly leveraged $44 billion. The business is currently known as X. His vision is to develop it as X the everything app.

Elon Musk also stated that eventually, “all the birds” would be abandoned with the company renaming. This followed the announcement about Musk’s plans that the comprehensive communications network would pivot to encompass a number of forthcoming services, including payments, games, and more.

A day following the announcement, the Twitter sign was removed from the company’s headquarters in San Francisco.

Twitter is far from the only business to have changed the name and logo of its recognisable, even important, brand. Musk’s rebrand action is comparable to recent makeover initiatives like Facebook’s transition to Meta or HBO’s transition to Max.

However, according to brand experts, there are reasons why some brand pivots are more effective than others.

In this blog post, we will delve into the perspectives of both excitement and scepticism surrounding Twitter’s rebrand. We’ll explore the potential implications for users, the platform’s response to feedback, and how “X” addresses the challenges ahead.

Key Takeaways

  • Rebranding Move:
    • Elon Musk announces Twitter’s rebrand to “X.”
    • Aims to transform into a comprehensive “everything app.”
  • User Reactions:
    • Varied responses from excitement to scepticism.
    • Some anticipate the benefits of the “super app” concept.
  • Concerns and Backlash:
    • Scepticism about potential disruptions and complexity.
    • Mixed user feedback, including complaints and concerns.
  • Challenges and Impact:
    • Clear communication is crucial for addressing challenges.
    • User engagement and brand perception may shift positively with the “super app.”

I. The Excited Users

A. Reactions of the users who are excited about this change

The variety of reactions to changes in Twitter brand announcements reflects the diversity of the platform’s user base.

Although some users have fervently backed the revisions, others have shown varied degrees of doubt and scepticism.

There is a sense of desire and anticipation among enthusiastic users to investigate the possible advantages of the “super app” concept.

B. Elon Musk’s involvement in the Rebranding

Many people consider the involvement of Elon Musk to be a good thing because they think his innovative ideas could result in important advancements and fascinating new features.

These Musk fans have used social media platform to share their enthusiasm and express their expectations for a more streamlined, tailored, and futuristic Twitter experience.

However, sceptics have expressed worries about the interruptions that could occur and the probable deviation from Twitter’s original identity.

They worry that the rebranding might shift the platform’s focus away from its core microblogging functionality, diluting its unique value proposition.

Some users have expressed reservations about the “super app” idea, questioning whether it can be executed effectively without compromising user experience.

C. Are people supporting or backlashing?

Reactions to Twitter’s rebrand have ranged widely, reflecting the varied viewpoints and aspirations of its user base.

As the platform embarks on this new chapter as “X,” user feedback and engagement will be crucial in shaping the success and impact of the transformation.

Users complained about the new name, branding and changes in the blue bird logo, which, according to Sensor Tower, is the cause of the new one-star ratings.

One person comments, “Bring back the BIRD.”

Another exclaims, “GIVE US BACK THE BIRD!”

A third reviewer queries, “What is X?

“Good app gone bad,” a fourth says.

Another complaint describes the new software as “ugly,” then another calls it a “dumpster fire,” and so on.

However, the corporation formerly known as Twitter has not entirely suffered as a result of the renaming.

II. The Sceptical Users

Some users are sceptic about the introduction of the Twitter's rebrand new logo

A. The concerns and scepticism of some users

As Twitter drops a bombshell by rebranding to “X” from the company’s San Francisco headquarters, the online community finds itself divided between excitement and scepticism.

While the buzz of change fills the digital air, a group of users have donned their sceptical hats, ready to question the implications of this transformation.

The first quizzical eyebrow is raised by a loyal user at the prospect of potential disruptions to Twitter’s original identity. For years, the bluebird has soared high as a symbol of simplicity and straightforward microblogging.

But now, with the “super app” concept knocking at the door, sceptics wonder if the platform might lose its cherished essence in this brave new world.

Then, there’s the Elon Musk factor, the enigmatic entrepreneur who is known for dreaming big. While his visionary approach is a revolutionary thing in this entire financial world, the past has shown that his ambitious promises might not always find solid ground in reality.

Sceptics find themselves cautiously raising an eyebrow, pondering whether “X” will soar to the stars or merely fizzle out like a distant comet.

B. The integration of new functionalities!

Ah, there’s the rub. Twitter’s charm lies in its simplicity, its ability to say more with less. Sceptical users worry that the expansion to a “super app” might tangle the platform in a web of complexity, leaving them yearning for the days when 280 characters were all they needed to express themselves.

Yet, amid the scepticism, a glimmer of hope shines through. These users aren’t cynics but rather curious souls seeking answers to the mysteries of “X.”

Users recognise that this isn’t just a name change but the potential for positive change and growth. And hence, they yearn for transparency, clear communication, and active user feedback to navigate this transformative journey.

So, as the Twitter verse awaits the unfolding tale of “X,” the sceptical users gather around the digital campfire, eager to see how this enigma unravels. Will “X” emerge from the ashes of uncertainty like a phoenix, or will it leave us with unanswered questions?

Time will only tell. They are prepared to accept change till then, but they are also cautiously optimistic and keeping a close eye on the future.

III. Impact on User Engagement and Brand Identity:

There is a huge shift in brand identity since the rebranding

A. How can rebranding impact use engagement on the platform?

The new branding of Twitter to “X” holds the potential to substantially affect Twitter user engagement on the platform. The introduction of the “super app” concept and the promise of innovative features and functionalities may entice users to explore the platform more actively.

The integration of various services within a single app could enhance user convenience, encouraging longer sessions and increased interactions.

As users discover new ways to connect, share, and engage, user engagement metrics like time spent on the platform, frequency of posting, and interactions with content may experience an upswing.

B. Will there be changes in use behaviour and interactions with the platform?

Under the new Twitter name “X,” user behaviour and interaction with the platform could undergo notable changes. As Twitter expands its offerings, many users might diversify their content consumption and interaction patterns.

With this change, Twitter will no longer remain a birds tweeting platform. For instance, users might now also use it for messaging, news consumption, or online purchasing.

Users might come across a richer, more captivating environment, as a result, increasing their level of involvement with the website.

Additionally, information can be appropriately chosen and, more specifically, adapted in accordance with user preferences. It may lead to interactions that are more relevant to the user. These interactions are more deeply felt by the user.

C. How can rebranding impact Twitter/X’s brand identity and public perception?

The rebranding of Twitter to “X” holds the potential to profoundly influence user engagement on the platform. The introduction of a “super app” concept and the promise of novel features and functionalities might entice users to become more active explorers of the platform.

The move towards a “super app” concept and a more diverse range of functionalities might lead to a shift in brand perception.

Some users may see the transformation as a positive step towards modernisation and innovation, signalling Twitter’s adaptability in a competitive digital landscape.

On the other hand, there might be concerns about the potential dilution of the platform’s original identity, leaving some users nostalgic for the Twitter they knew.

The success of the rebranding in shaping user engagement and brand identity will largely depend on how Twitter executes its vision.

Clear communication about the changes, brand marketing, transparent user feedback mechanisms, and a careful balance between innovation and preserving the core essence of the platform will be crucial.

Ultimately, the impact of the rebranding will unfold over time as users and the public adapt to the new “X” and embrace its potential as a multi-faceted social platform.

IV. Competition in the Social Media Market:

A. What are the implications of Twitter’s rebrand on social media’s competitive landscape?

Twitter’s rebranding to “X” is likely to have significant implications for the competitive landscape of social media platforms.

As Twitter ventures into the “super app” territory, it may position itself as a more comprehensive and all-encompassing platform. This move directly challenges other established social media giants.

This move could redefine the competitive dynamics within the market. “X” aims to offer users a one-stop solution for social networking, messaging, news aggregation, e-commerce, and more.

B. Can the intro of the “super app” change Twitter/X’s position among other social media platforms?

Twitter/X may take on a distinctive role among other social media platforms with the advent of the “super app” idea.

While social networking and the sharing of visual content have been the main focuses of platforms like Facebook and Instagram, Twitter’s redesign may enable it to stand out as a more flexible and all-purpose platform.

While providing a variety of services under one roof, “X” could be able to differentiate itself from platforms with a specific purpose by catering to consumers who want a more seamless and integrated digital experience.

C. Potential reactions of the competitors

In response to Twitter’s rebrand, competitors in the social media market are likely to closely monitor its impact and consider their own go-to-market strategies to stay competitive.

Established platforms might invest in enhancing their existing offerings or even explore partnerships and acquisitions to broaden their services and retain user loyalty.

Emerging social media platforms may feel the pressure to innovate further to carve out a distinct niche for themselves in an increasingly competitive landscape.

Furthermore, Twitter’s rebrand could trigger a wave of experimentation within the industry, with other platforms exploring new approaches to maintain or gain market share.

Overall, the rebranding of Twitter to “X” has the potential to shake up the social media market and redefine the competitive dynamics among platforms.

V. Challenges and Possible Pitfalls in the Rebranding Process –

Twitter’s transition to “X” is not without its difficulties. Effectively informing users and other stakeholders about the modifications is one of the main issues.

Successfully conveying the vision behind the Twitter’s rebrand and the potential benefits to users will be essential in gaining acceptance and support for the new identity.

A. Challenges and Possible Pitfalls in the Rebranding Process –

One of the primary challenges lies in effectively communicating the changes to users and stakeholders. Clear and concise messaging is crucial to avoid confusion and to garner support for the new brand identity. Failure to convey the vision behind the rebranding may lead to user resistance and reluctance to embrace the new X logo and platform.

B. Use Confusion and Risk of Losing Brand Recognition

Moreover, there is a risk of losing brand recognition during the transition. Twitter has established a strong and recognisable brand identity over the years.

The move to “X” may result in initial confusion among users, potentially leading to a drop in engagement and hesitation to adopt the company’s new identity.

C. Negative User Feedback

Negative user feedback is another possible pitfall that Twitter/X must navigate. Some users may be resistant to the Twitter name change and vocal about their discontent with the rebranding.

Addressing concerns and actively engaging with user feedback is essential to mitigate any backlash and to build confidence in the new direction.

Furthermore, legal complexities may arise during the rebranding process. Intellectual property, trademark registrations, and domain name issues must be diligently managed to avoid any legal disputes or brand infringements.

During all these processes, everyone needs a solution to make all this rebranding thing work.


Discover the most relevant agencies for your project based on your own specific requirements.

Find an agency!

Final Thoughts

Twitter’s rebranding to “X” has bid adieu to the blue bird and sparked a mix of reactions from users. Some are thrilled about the “super app” concept, while others express doubts about potential disruptions. User feedback will be key to its success. Similarly, open communication and addressing concerns will build user confidence.

As “X” evolves into a “super app”, user engagement and brand perception may shift positively. Integrating diverse functionalities could boost user activity.

Yet, challenges loom, like losing brand recognition and dealing with negative feedback. Handling these will require attentive communication and user-focused approaches.

Overall, Twitter/X’s transformation offers exciting possibilities. But embracing innovation while preserving its essence is indispensable. Also, user involvement may prove useful in shaping the platform’s future.

As the digital landscape evolves, Twitter/X’s rebranding signifies the importance of user engagement. With user support, it can redefine social media and excel as a “super app.”


Access our exclusive content!