So, Twitter. Remember that bird? Yeah, it’s gone. Elon Musk bought it, slapped an ‘X’ on it, and things have been a bit wild ever since. TechCrunch has been keeping a close eye on all the changes, from who’s running the show to how your feed actually works now. It’s a lot to keep up with, honestly.
Key Takeaways
- Twitter is now X, and its domain is x.com, marking a big shift after Elon Musk’s takeover.
- New features like long posts and video calls have arrived, but verification changed to a paid subscription.
- The platform has seen user numbers drop and advertising revenue take a hit since the acquisition.
- The ‘For You’ feed uses an algorithm that can boost paid users’ content and has faced criticism for showing political material.
- X is trying new ways to make money, like creator payouts and charging new users to post, while also facing legal issues and brand identity questions.
The Acquisition and Rebranding to X
It feels like just yesterday that Elon Musk finalized his purchase of Twitter, and then, bam! Things changed. The whole deal wrapped up in October 2022, and before we knew it, the platform we all knew as Twitter started its transformation. It wasn’t just a name change, though; it was a whole shift in identity.
Elon Musk’s Takeover of Twitter
So, Elon Musk bought Twitter. That’s the headline, right? But it was a bit more complicated than just signing a check. He took the reins as CEO, which was a big deal, but then later, in June 2023, Linda Yaccarino stepped into that role. It was a move that signaled a new direction, or at least, a different kind of leadership.
The Transformation into X Corp.
Then came the big rebrand. On July 23, 2023, Twitter officially became X Corp. It was a pretty unusual move, considering how well-known the Twitter brand was globally. Words like "tweet" had even become part of everyday language. The new "X" logo replaced the familiar bird, and even the app icons and account handles started changing. It was a pretty rapid shift, with the Android app getting the X treatment by July 27 and the iOS app following suit by July 31. Some older features, like Circles and the option to add pronouns in profiles, were also quietly removed around this time.
Domain Name Change to X.com
And the changes didn’t stop there. The website address itself got a makeover. For a while, twitter.com still worked, but the real destination became x.com. This official domain switch happened on May 17, 2024. It was part of Musk’s larger vision to turn the platform into an "everything app," kind of like WeChat, where you can do a bit of everything. The x.com domain itself had a history, previously being linked to PayPal, so its redirection was a significant step in this rebranding effort.
Evolution of Features Under New Ownership
Since Elon Musk took the reins, X (formerly Twitter) has seen a pretty wild ride of feature changes. It’s like they’re trying to turn the whole platform into something completely different, aiming for that "everything app" vibe, kind of like WeChat. Some of these updates have been pretty noticeable, while others feel a bit more behind the scenes.
Introduction of Long-Form Text and Monetization
Remember when tweets were capped at 280 characters? Well, that’s mostly a thing of the past now. X has rolled out longer text posts, letting people get more detailed with their thoughts. This ties into new ways creators can actually make money on the platform. The "Ads Revenue Sharing" program, for instance, started paying out eligible creators, which is a big shift from how things used to be. They even have a "Verified Organizations" tier now, specifically for small businesses wanting that blue checkmark, though it comes with a monthly fee.
Audio-Video Calls and Grok Integration
This is a pretty big one: X now supports audio and video calls directly within the app. It’s a move that definitely pushes it beyond just a text-based platform. Plus, there’s the integration with Grok, Musk’s AI chatbot. Grok is powering some new features, like "Stories on X," which summarizes trending topics for Premium subscribers. It’s an interesting mix of social media and AI-driven content curation.
Changes to Verification and Legacy Feature Removal
The whole verification system got a major overhaul. What used to be a way to confirm identities is now largely tied to a paid subscription, XBlue. This has definitely changed who gets a checkmark and what it signifies. On the flip side, some older features have just disappeared. Things like "Circles" (which let you share tweets with a select group), NFT profile pictures, and even the option to display pronouns in your profile have been removed. It feels like they’re clearing out the old to make way for the new, whatever that might be.
Controversies and Criticisms Post-Acquisition
Ever since Elon Musk took over Twitter, which is now X, things have been pretty wild, and not always in a good way. There’s been a lot of talk, and frankly, a lot of valid criticism about how things have been handled.
The Twitter Files and Journalist Suspensions
One of the biggest dust-ups involved the release of what became known as the "Twitter Files." These were internal documents shared with select journalists, supposedly to show transparency. However, things got really heated when Musk decided to suspend the accounts of several journalists who were reporting on him or the platform. This move sparked outrage, with many seeing it as a direct contradiction to Musk’s own claims about championing free speech. Major news outlets like CNN and The Washington Post, whose reporters were banned, were quick to condemn the action. Even lawmakers from overseas chimed in, threatening action.
Labeling Media Outlets and Visibility Restrictions
Beyond just suspending accounts, X has also been criticized for how it labels certain media organizations. Some outlets have been tagged as "state-affiliated media," which can affect how users see their content. This has led to concerns about censorship and the platform influencing what information people are exposed to. It feels like a tricky line to walk, trying to be transparent while also potentially limiting the reach of certain voices.
Ongoing Struggles with Misinformation and Hate Speech
This is a big one, and it seems to be a persistent problem. Reports from various groups have indicated a rise in hate speech on the platform since the acquisition. We’re talking about increases in anti-Black, homophobic, and transphobic slurs, according to some studies. The numbers are pretty stark:
- Anti-Black slurs: Appeared at nearly three times the rate pre-acquisition.
- Homophobic slurs: Rose by 52%.
- Transphobic slurs: Increased by 62%.
It’s not just hate speech, either. The platform continues to grapple with the spread of misinformation and, unfortunately, even child sexual abuse material. While X Corp. has taken legal action against organizations that have reported on these issues, the underlying problems seem to persist, making it a constant source of worry for users and watchdog groups alike.
User Engagement and Financial Performance
It’s been a wild ride for X, formerly Twitter, since the acquisition, and the numbers are starting to tell a story. The platform is grappling with significant shifts in how users interact with it and how much money it’s actually making.
Decline in User Activity and Retention
Since the takeover, there’s been a noticeable dip in how often people are using the app and how long they’re sticking around. It feels like the days of endlessly scrolling through a familiar feed are fading. Some users report feeling lost, while others are just checking in less frequently. This drop-off isn’t just a feeling; it’s showing up in the data. The introduction of features like the ‘For You’ vs. ‘Following’ feed split, while intended to personalize the experience, seems to have fragmented user attention. Plus, making things like X Pro (formerly TweetDeck) a subscriber-only feature means fewer casual users can access powerful tools, potentially pushing them away.
Impact on Advertising Revenue
Advertising, once the bread and butter for Twitter, has taken a hit. Brands are understandably cautious. When user engagement wavers and the platform’s direction feels uncertain, ad spending often follows suit. While X is trying to bring in money through subscriptions, it hasn’t fully replaced the lost ad revenue. The company is working on new ad experiences, but rebuilding advertiser confidence takes time. It’s a tough balancing act, trying to please users while also making the platform attractive to businesses looking to reach them.
Loss of UK Monthly Visitors
Specific markets have seen more pronounced effects. For instance, reports indicated a significant drop in monthly visitors from the UK. This kind of regional decline suggests that the changes implemented under new ownership aren’t landing universally well and might be alienating certain user bases. It’s a clear signal that the platform needs to re-evaluate its approach to keep its global audience engaged. The push for new revenue streams, like subscriptions and even exploring peer-to-peer payments, is happening while the core user base and advertiser relationships are in flux. It’s a lot to manage, and the results are still playing out.
Algorithmic Shifts and Content Curation
It feels like X, formerly Twitter, has been playing around with its algorithm a lot lately. Remember when it was just a chronological feed of people you followed? Those days are pretty much gone. Now, there’s the "For You" tab, which is supposed to show you stuff you might like, kind of like TikTok. It’s all about what the algorithm thinks you want to see.
The ‘For You’ vs. ‘Following’ Feed Split
So, the big change was splitting the old "Newsfeed" into two. You’ve got "Following," which is still the old-school way – just posts from people you actually follow. Then there’s "For You." This is where X’s algorithm really takes over. It’s meant to be a discovery engine, showing you content from accounts you don’t even follow. This algorithmic curation is a major departure from Twitter’s original design. It’s supposed to keep you scrolling, but sometimes it feels like it’s pushing content you might not be interested in, or worse, content that isn’t exactly truthful.
Algorithm Boosting for Paid Subscribers
Here’s where it gets interesting, or maybe a bit unfair. If you pay for X Premium (formerly Twitter Blue), your tweets can get a boost from the algorithm. This means your posts might show up more often in people’s "For You" feeds. It’s a way to give paying users more visibility. Some people think this is a good way to reward subscribers, while others worry it just means louder voices get amplified, regardless of the quality of what they’re saying. It’s a bit like how Deezer is trying to find its financial footing with new features and custom algorithms Deezer custom algorithm.
Concerns Over Politicized Content in Feeds
There have been some real worries about how the "For You" feed is showing political content. Studies have suggested that for new accounts, the feed can be pretty skewed, sometimes showing way more content from one political side than another. This has led to questions about whether the algorithm is unintentionally, or maybe intentionally, pushing certain political viewpoints. It’s a tricky balance, trying to show people what they want without creating echo chambers or promoting divisive material. The platform has faced pressure from groups like the European Commission asking about changes to its algorithms, especially concerning accusations of bias.
New Monetization and User Policies
It feels like X is constantly trying out new ways to make money, and honestly, some of it is pretty confusing. They’ve rolled out a few things that really change how people use the platform, and not always for the better, in my opinion.
Creator Ads Revenue Sharing Program
So, they started this thing where they share ad money with creators. Sounds good, right? But there’s a catch. To even be considered, you have to be signed up for X Premium (formerly Twitter Blue) and hit a certain number of impressions over a few months. It’s supposed to be a way to get creators to stick around and make content, but the payouts haven’t exactly been huge for most people, and some creators have complained about the eligibility rules. It’s a nice idea, but the execution seems a bit shaky.
Introduction of Paid Posting for New Users
This one’s a biggie. In some places, like New Zealand and the Philippines, new accounts have to pay a small annual fee, like a dollar, just to be able to post and interact. The company says this is to fight bots, which, okay, bots are annoying. But making people pay just to join and participate? That feels like a barrier, especially for folks who might not have a lot of money or are just curious about the platform. It’s a bold move, and I’m not sure it’s the best way to grow the user base.
Changes to Likes and Block Functionality
They’ve also tinkered with how likes and blocks work. Now, if you’re an X Premium subscriber, you can actually hide your likes. I guess some people don’t want everyone seeing what they’ve liked, which is fair enough. But the block feature? That’s been a bit more controversial. They’ve talked about removing the general block function, keeping it mainly for direct messages. This has upset a lot of users who rely on blocking to keep problematic accounts away. It feels like they’re prioritizing other things over user safety and control, which is a bit concerning.
Legal Actions and Brand Identity Challenges
Legal Battles Against Media Watchdogs
Since Elon Musk took over Twitter, now X, the company has found itself in a number of legal spats, particularly with organizations that have published critical research about the platform. One notable case involved X suing the Center for Countering Digital Hate (CCDH) in July 2023. X accused the CCDH of making false claims about the platform’s handling of hate speech, especially concerning Twitter Blue subscribers. The CCDH, however, argued the lawsuit was an attempt to silence them and stifle their free speech. This legal action caused concern among other researchers, with some fearing similar lawsuits for their own work.
In a win for the CCDH, a judge dismissed the lawsuit in March 2024, citing anti-SLAPP laws and calling parts of X’s case "vapid extensions of law."
Another significant legal fight erupted in November 2023 when X filed a lawsuit against Media Matters. This came after Media Matters published a report suggesting major advertisers’ ads were appearing next to antisemitic content on the platform. This report led several big companies, including IBM, Apple, and Disney, to pause their advertising on X, potentially costing the company millions. Musk responded with strong words, threatening a "thermonuclear lawsuit" and calling for journalists involved to be jailed. The case is set to go to trial in April 2025, though legal experts have questioned the lawsuit’s basis.
Challenges with the ‘X’ Brand Name
Rebranding from Twitter to X wasn’t just a cosmetic change; it came with its own set of hurdles. The name ‘X’ itself is quite common and already in use by numerous businesses and entities worldwide. This has led to potential confusion and, more significantly, legal challenges. For instance, X Corp has faced pushback and legal opposition from existing trademark holders who argue that the new branding infringes on their established rights.
AI Training on User Content
As X looks to the future, a growing area of concern involves the use of user data for artificial intelligence training. The platform has been exploring ways to monetize its vast dataset, and this includes potentially licensing content for AI model development. This raises significant privacy questions for users who may not have explicitly consented to their posts, conversations, and other data being used to train AI systems.
- Data Licensing for AI: X has reportedly begun offering access to its public API for AI companies to train their models.
- User Consent: The extent to which users are aware of or have agreed to this data usage remains a point of contention.
- Privacy Implications: The use of personal data for AI training raises ethical and privacy concerns, especially for sensitive or private information shared on the platform.
What’s Next for X?
So, that’s the rundown on how Twitter became X and all the big changes that have happened since Elon Musk took over. It’s been a wild ride, with a new name, a bunch of new features, and, let’s be honest, a lot of controversy. Users have seen features come and go, and the platform itself has shifted quite a bit. Whether these changes stick and if X can really become that all-in-one app Musk envisions is still up in the air. It’s definitely a space to keep an eye on, because things are always moving fast over there.
Frequently Asked Questions
What happened to Twitter?
Twitter was bought by Elon Musk and has been renamed to X. It’s like the same app but with some new features and changes.
When did Twitter become X?
The change from Twitter to X happened officially on July 23, 2023. The website address also changed to X.com later on.
What’s different about X now?
X has added things like longer posts, options for creators to earn money, and video calls. Some old features, like certain profile picture options, were removed.
Is X still dealing with problems?
Yes, X is still facing issues with fake news spreading, mean comments, and other harmful content, even after the changes.
Are fewer people using X?
It seems like some people have stopped using the app, and the company has lost money, especially from advertisers who have spent less.
How does the X feed work now?
There’s a ‘For You’ feed that shows posts the app thinks you’ll like, which is different from the old way of just seeing posts from people you follow. Sometimes, paying users get their posts shown more.
