Twitter X: How Brands Should React to the Twitter Rebranding

What we know so far.

Elon Musk continued to surprise social media marketers and users this past week, announcing Twitter’s rebrand to ‘X.’

On Sunday, July 23, Musk announced that the classic blue bird logo would be sunsetted and replaced with a new, stylized ‘X’ moniker. This change was just the beginning, as Musk shared, “And soon we shall bid adieu to the Twitter brand and, gradually, all the birds.”

So how should brands respond? The short answer: Hold tight!

‘X’ is already trademarked by Microsoft and Meta, so we’re not sure whether The App Formerly Known as Twitter will even be able to keep its new moniker. No brand guidelines have been released, and the iconic Bird is still very much a part of the look and feel of the platform today. And while users can access the platform by typing “X.com” into their browsers, Twitter.com still redirects to the “new” platform, so there’s no need to worry about changing the icon or link at the footer of your website just yet.

Ultimately, the functionality of the platform doesn’t change despite the not-so-warmly-welcomed new (and still in development) branding. For that reason—and especially if your core audience lives on this app—there is no reason to step away from Twitter (or X) just yet.

Instead, we recommend that brands stay extra vigilant for opportunities that may arise during this time of upheaval. More on that below!

Ultimately, the functionality of the platform doesn’t change despite the not-so-warmly-welcomed new branding.

An opportunity to test, learn, and deepen connections.

• Test and learn with new audiences: There’s definitely an appetite for text-based apps as we’re seeing a resurgence of Twitter-alternative apps such as Bluesky and Mastodon. Brands should take advantage of available apps to test and learn with some new or different audiences. Plus TikTok just announced a text only option too.
• Deepen your brand’s connection to existing audiences: Earlier this month, Meta launched Threads, its own text-based app that serves as an extension of Instagram (and many consider a potential Twitter/X-alternative). Because of its direct connection to Instagram, brands and users have the opportunity to sync their two accounts and cross-over their followings from Instagram to Threads. Though, as with any new social platform, there have been a few hiccups:

• After its wildly successful launch, it appears Threads is struggling to retain daily active users. The platform has seen a 70% decline in daily active users since its peak on July 7. Meta has confirmed they’re looking into “retention-driving hooks” but has yet to reveal what those hooks entail.
• The app is still very much in beta mode. While Meta has now added a “Following” feed in addition to Threads’ algorithmic feed, users are still missing common features like DMs, hashtags, post-pinning, etc.
• Brands and regulators alike have some privacy policy concerns given the platform’s lack of availability in the EU as a result of the Digital Markets Act.
• While testing new audiences and experimenting with alternative platforms, it may be prudent to avoid any sudden changes in your existing X strategy. The company has reduced its workforce by more than 50%, and reaching a customer service representative with platform questions or concerns has become almost impossible.
  

There’s an appetite for text-based apps. Brands should take advantage to test and learn with new audiences.

Looking ahead.

Musk’s end game is to create one, all-encompassing app with comprehensive communications and financial capabilities,  though the success of the endeavor could be compromised by the various specialized platforms currently available.

As people who live for great branding, we’ll be sad to see the Bird - and its 15 years of brand equity - leave the nest. But we’ll be keeping a close eye on the latest and will share updates as we know more. Should you have any questions in the meantime, please feel free to connect with your Praytell account lead who will be happy to coordinate a discussion with Praytell’s Digital team.

Stay ahead of the social curve. Reach out to us at hello@praytellagency.com.