Twitter is the past. X is the future.
The iconic blue bird icon has been removed from the desktop version of Twitter – replaced by a stark, monochromatic letter X. The same change will shortly be made on the mobile version, the company confirmed.
The change is also said to signal an evolution for the brand beyond social media, to an “everything app” best compared to WeChat:
- “It’s an exceptionally rare thing – in life or in business – that you get a second chance to make another big impression. Twitter made one massive impression and changed the way we communicate. Now, X will go further, transforming the global town square,” tweeted Twitter CEO Linda Yaccarino – or rather “x’ed” Yaccarino, as we must learn to say.
- “X is the future state of unlimited interactivity – centered in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities. Powered by AI, X will connect us all in ways we’re just beginning to imagine.”
Why we care. For users of X, the rebranding will indeed require sweeping changes to familiar vocabulary. People will “x” rather “tweet.” Presumably, on the mobile device, we will now see a list of users who recently “x’ed.” TweetDeck will surely become XDeck, although that has yet to be confirmed.
For marketers and advertisers, the change will underline questions already raised about brand safety. Last year, many sources noted a significant rise in hate speech on the platform. While Meta’s Zuckerberg has spoken about X competitor Threads as being “friendly,” the aesthetic of X inevitably comes across as minimalist, even brutalist — for example when the new logo is projected on the exterior of their headquarters like a sinister version of the Bat-signal.
Gone, advertisers, gone. Many big-spending advertisers abandoned or reduced spending on the platform since Musk bought it, resulting in an estimated 59% drop in Twitter’s U.S. ad revenue.
X. X.com now points to twitter.com, as Musk tweeted.
Musk has a long history with the letter X. He’s clearly fond of it; it remains to be seen whether a wider audience will find the name and logo relatable.
Breaking Twitter? Lots of speculation among the SEOs that this change could result in embedded tweets breaking – among other SEO impacts. Whether these things will actually happen remains to be seen. But here are a few embedded tweets (we’re living dangerously) discussing how Twitter/X may soon break (or not):
So it sounds like Twitter will eventually move to https://t.co/Ynsy6ZkE9a? If so, it would likely be one of the biggest SEO migrations we’ve ever seen
Big migrations—especially those that accompany a rebrand—come with lots of moving parts + lots of risk
Things may get wild https://t.co/QAQOYND2V3
— Cyrus (@CyrusShepard) July 24, 2023
The X redirect is going to add so much overhead to loading existing embedded tweets. Nasty.
— Jono Alderson (@jonoalderson) July 24, 2023
The only person who has pulled off a rebrand using X is…photo below. And even she left it after a while as it is not a permanent brand.
Lets see if they redirect everything to X (dot) com and how long it’ll take Google and others to reindex all pages.
It’ll be interesting. pic.twitter.com/SBKvHuI5nJ
— Adam Riemer (@rollerblader) July 24, 2023
I’m loving that my timeline is full of SEOs getting ready for how fucked this X migration is going to be. All those embedded tweets across the internet . What a mess. I really like all you wonderful nerds.
— Kirsty Hulse (@Kirsty_Hulse) July 24, 2023