X is the social media platform formerly known as Twitter, rebranded in July 2023 by Elon Musk. The platform remains a real-time hub for news, conversation, and short-form content where users engage with breaking stories, industry insights, and viral discussions. Despite the official rebrand, many marketers and users still reference the platform’s original identity, and the transition created lasting confusion about the platform’s direction and purpose.
Elon Musk’s vision was to transform the platform into an “everything app”—a space for communication, commerce, entertainment, and more. The rebrand happened rapidly in June 2023, announced with minimal warning. Musk wanted to signal a departure from the platform’s past and establish a new identity that reflected his broader ambitions. However, the speed of the rebrand—reportedly planned in days rather than months—left users, advertisers, and the public confused about the strategic reasoning and long-term direction.
The rebrand created challenges for brands and marketers. The iconic blue bird logo was one of the most recognizable symbols globally, and the term “tweet” had become part of everyday language. Now marketers must decide whether to use “X” or “Twitter” in their communications, and the platform’s shifting identity has made some advertisers hesitant to invest heavily. Many teams still refer to posting on Twitter in casual conversation, even years later, reflecting how deeply the original brand was embedded in marketing culture.
Yes. Despite the official rebrand, many users, journalists, and marketers still use “Twitter” and “tweet” interchangeably with X and “post.” The platform’s former identity was so strong that the rebrand hasn’t fully replaced the old terminology in common usage. This linguistic persistence is one reason brand strategists cite the rebrand as a cautionary tale—changing a name without a clear strategy or gradual rollout can take years to fully stick, if it ever does.
X remains valuable for real-time marketing, industry discussions, and reaching journalists and thought leaders. The platform’s fast-paced nature rewards timely, opinionated content and genuine conversation. However, some brands have shifted budget to competing platforms like LinkedIn and Threads. Success on X requires understanding that the platform prioritizes speed and relevance over brand safety, making it ideal for breaking news, product launches, and community engagement rather than polished, traditional advertising.
Back to glossary