Elon’s back at it again. Twitter has recently undergone a complete transformation, rebranding itself as "<a href="https://twitter.com/home">X</a>." The move has left marketers in a state of confusion and skepticism, with some seeing it as a bold and innovative step while others view it as an irrational decision that risks the loss of brand value. Is it a long-term solve for a complex problem, or simply an impulsive ego move? Here are some of our key takeaways and actionable steps marketers can take as we adapt to this change.

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Elon Musk, the owner of Twitter, has been vocal about his plans to create an "everything app" called X. The new branding features a sleek "X" in place of the iconic blue bird logo that Twitter was known for. Twitter CEO Linda Yaccarino has expressed her vision for X as "the future state of unlimited interactivity," with a focus on audio, video, messaging, payments, and banking. The rebrand aims to transform Twitter into a global marketplace for ideas, goods, services, and opportunities, powered by AI and connecting people in ways they are yet to imagine.

How Have Marketers Been Responding?

Despite the ambitious vision presented by Musk and Yaccarino, many advertisers and marketing experts are not entirely convinced. Matt Egan, managing director of strategy at brand experience firm Siegel+Gale, described the rebrand as "idiotic" and "irresponsible." He emphasized that Twitter's brand was its most valuable asset, and the move to discard it seemed unwise, especially considering the company's sporadic profitability over the years.

Marketing agencies have expressed concern over the potential impact on Twitter's brand value. Allen Adamson, cofounder of marketing and brand consulting group Metaforce, called the decision "completely irrational" and perceived it as an "ego decision" for Musk. Industry analysts have projected that the loss of the Twitter brand could result in a significant decline in the company's value, ranging from $4 billion to $20 billion.

What Steps Can Marketers Take to Adapt?

Marketers are closely observing the fast-moving situation and formulating their strategies accordingly, some of which may include pulling themselves out of X completely. With brand safety and trust being jeopardized, brands must carefully analyze the pros and cons of staying on the platform. Here are some actionable steps marketers can take as they adapt to the ever-growing world of X.

Address Burstiness and Perplexity: Burstiness refers to irregular spikes in content creation and engagement on the platform. Perplexity measures how complex a text is and relates to the diversity of topics and interests on X. Marketers must curate content carefully to resonate with their target audience and stay relevant to the broader user base on X.

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Set Clear and Measurable Goals: Marketers should establish clear and measurable goals for their Twitter/X marketing strategies. These goals should align with the overall business objectives and be specific, measurable, attainable, relevant, and time-bound (SMART). For example, goals could include increasing website traffic, improving click-through rates, or boosting engagement on X.

Monitor and Analyze Performance: Regularly monitor and analyze the performance of marketing efforts on the X platform. Use Twitter Analytics or other social media analytics tools to track key metrics such as engagement rate, follower growth, and click-through rates.

Keep an Eye on Competitors: Analyze the Twitter accounts of industry competitors to identify strengths, weaknesses, and opportunities. In this broader platform, it is crucial that marketers refine their approaches and stand out.

Continue to Closely Monitor the Situation: In Elon’s world, we never know what’s coming next. This could be a quick-passing storm, a long-term solution, an ever-evolving new platform, or anything in between. Marketers should carefully think through any decisions and ensure actions are taken at the right time.

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<a href="https://www.marketingbrew.com/stories/2023/07/24/twitter-rebrands-to-x-and-marketers-are-confused">Marketing Brew - "Twitter rebrands to X, and marketers are confused"</a>

<a href="https://www.businessinsider.com/elon-musk-twitter-x-rebrand-tech-marketing-brand-value-2023-7">Business Insider - "Marketing expert slams Elon Musk's chaotic Twitter rebrand as 'completely irrational'”&nbsp;</a>

<a href="https://www.theverge.com/2023/7/23/23804629/twitters-rebrand-to-x-may-actually-be-happening-soon">The Verge - "Twitter is being rebranded as X"</a>

<a href="https://blog.startupstash.com/will-twitters-rebrand-to-x-impact-digital-marketing-6270171b2ba2">Startup Stash - “Will Twitter’s Rebrand to X Impact Digital Marketing?”</a>&nbsp;

<a href="https://blog.hootsuite.com/twitter-marketing/">Hootsuite - “The Complete Guide to Twitter Marketing in 2023”</a>

<a href="https://adage.com/live-blog/twitter-ad-updates-tracking-brand-reactions-elon-musk">Adage - “Twitter and Marketing Updates During Elon Musk’s Ownership”</a>

Dissecting the Twitter/X Rebrand