One year ago, billionaire Elon Musk took over Twitter and began transforming it into what is now known as X. However, this transformation has not come without its struggles. X is facing issues with misinformation, declining usage, and a decline in advertising revenue. Musk has made significant changes to the platform, dismantling core features that were once synonymous with Twitter.
As a result, long-term Twitter watchers believe that X has lost its role as a reliable source of news and information. The future of X and Musk’s vision for it as an “everything app” remains unclear. Despite his efforts to revitalize the platform, it has driven away users, advertisers, and its primary value proposition in the social media world. With the decline in usage and advertising revenue, it is uncertain how X will sustain itself in the long run.
X’s Transformation and Changes
Elon Musk’s Takeover of Twitter
One year ago, billionaire Elon Musk took over Twitter and began transforming the social media platform into what is now known as X. Musk’s takeover was unexpected and brought significant changes to the platform. With his unique experience as one of the platform’s most popular and prolific users, Musk had a vision for Twitter that differed from its previous identity.
Dismantling of Core Features
Musk’s transformation of X involved dismantling core features that made Twitter what it was. He changed the platform’s name and logo, removed the verification system, and disbanded the Trust and Safety advisory group. Additionally, content moderation and the enforcement of hate speech rules were significantly impacted. These changes to X fundamentally altered the user experience and the purpose of the platform.
Loss of Workforce
One of the consequences of Musk’s takeover was the loss of a significant portion of Twitter’s workforce. Engineers, moderators, and executives were either fired, laid off, or left the company. This loss of experienced and knowledgeable staff has had a negative impact on the platform’s ability to function effectively and maintain its previous standards.
Impact on User Experience
The changes brought about by Musk’s takeover had a profound impact on the user experience of X. Many long-time Twitter users have expressed frustration and dissatisfaction with the platform’s transformation. X’s role as a source of real-time information and an imperfect but useful place to stay informed about the world has been significantly diminished. Users have reported a decline in the relevancy and quality of content on the platform.
Musk’s Vision for an ‘Everything App’
Musk’s ultimate vision for X is to turn it into an “everything app.” However, one year into his takeover, there has been little progress in achieving this goal. Musk’s treatment of X as a technology company instead of a social network fueled by people and advertising dollars has been criticized. Without meaningful improvements to the platform, X has struggled to attract and retain users, advertisers, and its status as a central hub for news.
Struggles with Misinformation
Changes to Verification System
One of the notable changes introduced by Musk was the removal of the verification system on X. Previously, verified accounts had a blue checkmark, indicating that the person or institution behind the account was who they claimed to be. However, this meaning has changed on X. Now, the blue checkmark only signifies that the account holder pays for a subscription service that boosts their posts.
Misinformation Spreading on X
Despite Musk’s efforts to combat misinformation, X has faced challenges in preventing its spread on the platform. Blue-checked accounts with large followings have been found to spread misinformation, often amplified by X’s algorithms. Examples include false claims about mass shootings and propaganda related to the Israel-Hamas war. The European Commission has even requested information from X regarding its handling of hate speech and misinformation.
Influence of Algorithms
X’s algorithms play a significant role in the spread of misinformation on the platform. The algorithms determine which content is prioritized and shown to users, which has led to the amplification of false information. This issue highlights the importance of responsible algorithmic design and content moderation in preventing the spread of misinformation on social media platforms.
European Commission’s Request for Information
The European Commission’s formal request for information to X regarding its handling of hate speech, misinformation, and violent terrorist content related to the Israel-Hamas war underscores the challenges the platform faces. X’s response to this request will likely have implications for its future operations and the need for improved content moderation.
Advertising Revenue Decline
Financial Troubles before Musk’s Takeover
Prior to Musk’s takeover, Twitter was already facing financial challenges. The company’s advertising revenue was declining, and it was burdened with a substantial debt load. These challenges contributed to a negative cash flow and a need to reach positive cash flow in order to address other issues.
Loss of Advertising Revenue
Musk’s takeover further impacted X’s advertising revenue. The platform reportedly lost about half of its advertising revenue, and efforts to lure back top brands have been slow. Despite a rebound in the online advertising market for competitors like Facebook and Google, X has seen a significant decline in advertising revenue.
Hiring of Linda Yaccarino
To address the decline in advertising revenue, Musk hired Linda Yaccarino, a former NBC executive with deep ties to the advertising industry. Yaccarino’s role was to attract top brands back to X. However, the success of this effort has been limited, with advertisers not spending as much as before. X’s advertising revenue estimates for this year show a significant decline compared to previous years.
Slow Efforts to Lure Back Top Brands
Despite Yaccarino’s hiring, X has struggled to regain the trust and spending of top brands. While some advertisers have returned to the platform, the amount they are willing to spend has decreased. This is in contrast to competitors like Facebook and Google, who have experienced a rebound in advertising profits.
Comparison to Competitors’ Profits
X’s decline in advertising revenue and its struggles to attract top brands are in stark contrast to its competitors. Facebook and Google’s parent company, Alphabet, have seen a rebound in profits from online advertising. This comparison highlights the challenges X faces in regaining its position in the advertising market.
Usage Decline
Global Web Traffic Decline
Following Musk’s takeover, X has experienced a decline in global web traffic. Research firm Similarweb reported a 14% decrease in traffic to Twitter.com compared to the previous year. This decline suggests a decrease in user engagement and overall interest in the platform.
Decrease in Traffic for Advertisers
Likewise, traffic to the ads.twitter.com portal for advertisers has also declined. Similarweb reported a 16.5% decrease in traffic to the portal, indicating a decline in advertiser engagement with X. This decrease in traffic could be attributed to a loss of user interest and engagement.
Decline in Mobile Performance
Mobile performance of X has also seen a decline. Similarweb’s data shows a 17.8% decrease in combined monthly active users for Apple’s iOS and Android. This decline in mobile usage further contributes to X’s overall usage decline and highlights the shift in user preferences and behavior.
Cultural Relevance and Self-Inflicted Wounds
Even before Musk’s takeover, the cultural relevance of Twitter was starting to decline. However, the platform’s transformation and the changes introduced by Musk have accelerated this decline. Many of the wounds that X has suffered are self-inflicted, indicating that external factors may not be the main cause of the platform’s struggles. The decline in cultural relevance and self-inflicted wounds have further contributed to X’s usage decline.
Challenges to Twitter’s Identity
Changes to Platform’s Identity
Musk’s takeover of X brought about significant changes to the platform’s identity. The name, logo, and core features that defined Twitter were dismantled, and X emerged as a different version of the social media platform. These changes have challenged X’s identity and left many long-time users questioning its purpose and value.
Blue Checkmarks’ New Meaning
One of the notable changes to X was the reimagining of the blue checkmarks used for verification. Previously, the blue checkmarks indicated that an account was verified and belonged to a reputable individual or organization. However, on X, the blue checkmarks now signify that the account holder pays for a subscription service. This change has altered the meaning and significance of the blue checkmarks.
Spread of Misinformation and Hate Speech
X has faced challenges in combating the spread of misinformation and hate speech on its platform. Despite efforts to address these issues, blue-checked accounts with large followings have been found to spread false information and propaganda. The influence of X’s algorithms in amplifying such content further exacerbates the problem.
Negative Impact on User Experience
The challenges X faces in addressing misinformation and hate speech have had a negative impact on user experience. Users have reported a decline in the quality and relevance of content on the platform. The spread of false information and the presence of hate speech undermine the platform’s utility as a source of reliable and credible information.
Musk’s Approach to X
Treating X as a Technology Company
One of the criticisms of Musk’s approach to X is his treatment of the platform as a technology company rather than a social network. This approach has contributed to the discontent and struggles X faces. Musk’s vision of an “everything app” has not materialized, and the platform’s transformation has not resulted in meaningful improvements.
Disregard for Social Network Dynamics
By disregarding social network dynamics, Musk has overlooked the importance of community and user interaction on X. His focus on technology and remaking the platform according to his vision has led to a misalignment with user expectations and preferences. This disregard for social network dynamics has further contributed to X’s decline.
Polling Followers for Advice
A unique aspect of Musk’s approach has been his inclination to poll his millions of followers for advice on running X. This engagement with followers, although well-intentioned, has not necessarily led to effective decision-making or improvements. In some cases, the advice from followers has even called for Musk’s resignation as the head of X.
Implications for Twitter’s Decline
Musk’s approach to X has had significant implications for Twitter’s decline. The lack of meaningful improvements, the disregard for social network dynamics, and the reliance on follower input have all contributed to X’s struggles. The platform’s decline in usage, advertising revenue, and cultural relevance can be attributed, at least in part, to Musk’s approach and leadership.
Remaining Uncertainties
Future of X and Musk’s Ambitions
As X continues to struggle with its transformation and the challenges it faces, uncertainties remain regarding the future of the platform and Musk’s ambitions. It is unclear whether Musk will be able to achieve his vision of an “everything app” that is widely used and acclaimed. The path forward for X is uncertain and will depend on various factors, including user response, market dynamics, and the platform’s ability to address its current challenges.
Lack of Meaningful Improvements
One of the key uncertainties is the lack of meaningful improvements on X since Musk’s takeover. Despite the changes and alterations to the platform, it has not experienced significant advancements or enhancements. Whether X can evolve and adapt to meet user needs in a rapidly changing social media landscape remains to be seen.
Loss of Central Hub for News
Another uncertainty is the loss of X’s status as a central hub for news. Previously, Twitter played a vital role in delivering real-time information and serving as a platform for news consumption. However, with X’s decline and reduced relevance, it has lost its position as a primary source of news for many users. The implications of this loss for the dissemination and consumption of news are uncertain.
Long-Term Viability of X
The long-term viability of X is also uncertain. With its declining usage, advertising revenue, and cultural relevance, the platform faces significant challenges. Whether X can reverse its decline, reestablish its value proposition, and regain user trust will determine its long-term viability. The outcome will depend on the platform’s ability to adapt, innovate, and meet the changing needs and expectations of users.
Analysis of Twitter’s Demise
Self-Inflicted Wounds
The demise of Twitter, now X, can be largely attributed to self-inflicted wounds. Musk’s takeover and the subsequent changes to the platform have fundamentally altered its identity, user experience, and value proposition. The dismantling of core features, the spread of misinformation, and the decline in usage and advertising revenue are consequences of these self-inflicted wounds.
No External Factors at Play
In contrast to other social platforms that may face external factors contributing to their decline, X’s struggles can be primarily attributed to its internal dynamics. Musk’s approach, lack of meaningful improvements, and disregard for social network dynamics have played a significant role in the platform’s demise. The absence of external factors underscores the responsibility of platform owners and leaders in shaping the fate of social media platforms.
Comparison to Other Social Platforms
Comparisons with other social media platforms highlight the significance of X’s decline. Competitors like Facebook and Google have experienced rebounds in advertising revenue and user engagement, while X has faced the opposite trend. This comparison underscores the challenges X faces in reclaiming its position in the increasingly competitive social media landscape.
Significance of Relevance Loss
The loss of relevance for X holds significant implications for the platform and the broader social media ecosystem. As a once-prominent source of real-time information and a platform for news consumption, X’s decline diminishes the diversity of voices and perspectives available to users. The erosion of its influence and cultural relevance raises questions about the role and impact of social media platforms in shaping public discourse and information dissemination.
Impact on Users, Advertisers, and News
User Abandonment of X
X’s decline and struggles have led to user abandonment of the platform. Dissatisfaction with the changes introduced by Musk and the decline in content quality have driven many long-time users away. The loss of users impacts the platform’s community dynamics, engagement levels, and overall user experience.
Advertisers’ Reluctance to Spend
Advertisers have also shown reluctance to spend on X. Despite the efforts to attract top brands and regain advertising revenue, X has not been successful in convincing advertisers to invest as much as they did in the past. This reluctance is likely influenced by X’s decline in user engagement and relevance, as well as competition from other social media platforms.
Loss of Value Proposition
The decline of X and its transformation have resulted in a loss of value proposition for both users and advertisers. The platform’s inability to deliver reliable and high-quality content, serve as a central hub for news, and provide an effective advertising platform has diminished its appeal and utility. This loss of value proposition further contributes to X’s struggles.
Erosion of News Relevance
With X’s decline, there has been an erosion of its relevance as a platform for news consumption. The loss of trust and the decline in content quality have weakened X’s ability to serve as a reliable and credible source of news. This erosion of news relevance has implications for the broader media landscape and the way information is disseminated and consumed.
Conclusion
Final Assessment of X’s Transformation
In conclusion, X’s transformation under Elon Musk’s takeover has brought about significant changes, challenges, and uncertainties. The dismantling of core features, the spread of misinformation, and the decline in usage, advertising revenue, and cultural relevance have undermined X’s position as a prominent social media platform. Musk’s approach, treatment of X as a technology company, and lack of meaningful improvements have contributed to its struggles.
Implications for Twitter and Social Media
The struggles faced by X have broader implications for Twitter and the social media industry as a whole. The decline of X highlights the importance of responsible leadership, community engagement, and the ability to adapt to changing user needs and preferences. The transformation and struggles of X serve as a cautionary tale for social media platforms, emphasizing the need for continuous innovation, content moderation, and user-centric design to maintain relevance and trust.
