Elon Musk’s decision to rebrand Twitter as X has caused confusion and speculation on social media. This unprecedented name change has left fans bewildered, as no major social media app has undergone such a transformation while still maintaining a large user base.
While other companies like Snapchat and Facebook have made changes to their corporate names, they have kept their flagship social media platforms unchanged. This makes Twitter’s rebranding particularly hair-raising for its devoted fans who are familiar with the iconic blue-and-white bird logo and bird-related terminology such as tweeting, retweeting, and posts.
The question now arises: What do we call Twitter? The answer, according to X, is simply X. In its marketing copy, X has declared that its app will definitively be called X going forward. The app also has a new slogan, “Blaze your glory!” The Associated Press has updated its stylebook to reflect this name change, suggesting that media outlets refer to the company as “X, formerly known as Twitter.”
Elon Musk has been gradually eliminating Twitter’s brand digitally and physically. While the website still currently redirects to the familiar home page of the service, X.com also leads to the same destination, indicating that a website change may be imminent. The bird branding has already been removed from the website and the app. Additionally, Elon Musk temporarily placed a light-up X sign on top of Twitter’s San Francisco headquarters, further signaling the transition.
As for what to call tweets now, they are referred to as posts. X replaced the classic blue “tweet” button with a “post” button in its app update. There have been suggestions from users to call them “xeets” or “xcerpts,” but these terms have not gained widespread acceptance.
The motivation behind this change lies in Elon Musk’s long-standing fascination with creating a company called X. He started X.com in 1999, an online bank that later merged with PayPal. He recently bought back the X.com website from PayPal, envisioning X as an “everything app” that encompasses social media sharing, ordering food, and transferring money. Taking over Twitter was just the first step towards this vision.
While the transition to X may take time for users to adjust colloquially, the goal is to create a deep and meaningful relationship between the brand and consumers. However, some users may choose to stick with the old terminology and continue referring to the platform as Twitter.
In the end, Elon Musk must cultivate this new relationship with the X brand, even as some users resist the change and choose to cling to the old ways. As one user humorously put it, “You keep calling it Twitter and pretend you do not see it!”
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