{"id":117498,"date":"2023-11-08T13:38:00","date_gmt":"2023-11-08T17:38:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=117498"},"modified":"2024-08-14T08:31:33","modified_gmt":"2024-08-14T12:31:33","slug":"how-has-twitter-changed","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/","title":{"rendered":"A Look at How Twitter (X) Has Changed Since Elon Musk"},"content":{"rendered":"\n<p>How has Twitter (X) changed since Elon Musk took over? Is the platform on the path to decline?<\/p>\n\n\n\n<p>Twitter, now called X, has lost over half its $44 billion value under Elon Musk&#8217;s first year of ownership. Key changes made under Musk&#8217;s direction, including mass staff layoffs, content moderation alterations, and a new subscription service have stirred controversy and decreased trust in the platform.<\/p>\n\n\n\n<p>Here&#8217;s a look at the last year of Twitter, under <a href=\"https:\/\/www.shortform.com\/blog\/elon-musk-charismatic-leadership\/\">Musk&#8217;s leadership<\/a>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-musk-changed-twitter\">How Musk Changed Twitter<\/h2>\n\n\n\n<p>How has Twitter changed? A year after Elon Musk&#8217;s controversial <a href=\"https:\/\/www.nytimes.com\/2023\/10\/30\/technology\/x-twitter-19-billion-dollars.html\" target=\"_blank\" rel=\"noreferrer noopener\">$44 billion<\/a> Twitter takeover, the company now known as &#8220;X&#8221; has plunged in value to just $19 billion. Musk&#8217;s <a href=\"https:\/\/www.cnn.com\/2023\/10\/27\/tech\/elon-musk-twitter-x-one-year-changes\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">chaotic first year<\/a> at the helm has eroded its finances and reputation.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-background\"><strong>Background<\/strong><\/h3>\n\n\n\n<p>In October 2022, billionaire Elon Musk completed his heavily publicized acquisition of Twitter in a $44 billion deal. The <a href=\"https:\/\/shortform.com\/app\/book\/elon-musk-isaacson?sf_source=businessnewsletter\" target=\"_blank\" rel=\"noreferrer noopener\">controversial founder<\/a> cited his desire to <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-25\/elon-musk-s-x-looks-little-like-the-twitter-he-bought-a-year-ago?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">promote free speech<\/a> and reduce content moderation as key reasons for purchasing the influential social <a href=\"https:\/\/www.shortform.com\/blog\/internet-platform\/\">media platform<\/a>.<\/p>\n\n\n\n<p>In addition to <a href=\"https:\/\/www.cbsnews.com\/news\/elon-musk-twitter-x-one-year-after-acquisition\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>rebranding Twitter as X<\/strong><\/a><strong> <\/strong>and replacing the platform\u2019s iconic bird logo with an X logo,<strong> Musk made significant changes that many say have transformed the company and user experience for the worse:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>He <a href=\"https:\/\/shortform.com\/app\/article\/can-twitter-survive-elon-musk-shortform-explainers-shortform?sf_source=businessnewsletter\" target=\"_blank\" rel=\"noreferrer noopener\">laid off<\/a> more than 80% of X\u2019s 8,000-person staff.&nbsp;<\/li><li>He launched an <a href=\"https:\/\/shortform.com\/app\/article\/can-twitter-survive-elon-musk-shortform-explainers-shortform?sf_source=businessnewsletter\" target=\"_blank\" rel=\"noreferrer noopener\">$8 per month subscription service<\/a> to verify accounts.<\/li><li>He <a href=\"https:\/\/shortform.com\/app\/article\/can-twitter-survive-elon-musk-shortform-explainers-shortform?sf_source=businessnewsletter\" target=\"_blank\" rel=\"noreferrer noopener\">reinstated banned accounts<\/a>.<\/li><li>He took a more <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-25\/elon-musk-s-x-looks-little-like-the-twitter-he-bought-a-year-ago?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">hands-off approach<\/a> to misinformation and instituted a \u201cget paid for engagement\u201d policy that <strong>incentivizes trolls and extremists to publish misleading clickbait on the platform<\/strong>.&nbsp;<\/li><li>He altered <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-25\/elon-musk-s-x-looks-little-like-the-twitter-he-bought-a-year-ago?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">content moderation policies<\/a>, <strong>allowing posts featuring deceptive photos and images<\/strong>\u2014such as fabricated letters from President Biden and video game content falsely presented as war footage of the Israel-Hamas conflict.<\/li><\/ul>\n\n\n\n<p>Experts say these changes have <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-07-19\/twitter-s-surge-in-harmful-content-a-barrier-to-advertiser-return?srnd=undefined&amp;sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">amplified harmful content<\/a> and <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-25\/elon-musk-s-x-looks-little-like-the-twitter-he-bought-a-year-ago?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">undermined users&#8217; trust in long-standing indicators of information credibility<\/a> in their feeds. As a result,<strong> X,<\/strong> <strong>once a top hub for media, political activists, and news enthusiasts, has lost its position as one of the world\u2019s key sources of real-time information and discussion.&nbsp;<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-public-perception-and-user-engagement\"><strong>Public Perception and User Engagement&nbsp;<\/strong><\/h3>\n\n\n\n<p>The public response to Musk&#8217;s X management has been mixed.&nbsp;<\/p>\n\n\n\n<p><strong>Some conservatives, media personalities, influencers, and users frustrated with what they view as Big Tech censorship have <\/strong><a href=\"https:\/\/www.washingtonpost.com\/technology\/2023\/10\/27\/elon-musk-twitter-x-anniversary\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>praised Musk<\/strong><\/a><strong> for lifting bans and allowing freer discourse. <\/strong><\/p>\n\n\n\n<p>However, Musk&#8217;s polarizing style and course shifts have <strong>garnered <\/strong><a href=\"https:\/\/www.cnn.com\/2023\/10\/27\/tech\/elon-musk-twitter-x-one-year-changes\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>legal and regulatory scrutiny<\/strong><\/a><strong> and provoked anger from civil rights groups. <\/strong>Many in the media <a href=\"https:\/\/www.axios.com\/2023\/04\/10\/musk-twitter-media-feud\" target=\"_blank\" rel=\"noreferrer noopener\">have been critical of Musk&#8217;s haphazard approach<\/a> and rapid overhaul of X\u2019s policies. And large numbers of users, unhappy with X\u2019s direction under Musk.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-monetization-strategies-and-financial-challenges\"><strong>Monetization Strategies and Financial Challenges&nbsp;<\/strong><\/h3>\n\n\n\n<p>Musk brought a <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-30\/musk-s-x-valued-at-less-than-half-of-price-he-paid-for-twitter?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">$13 billion debt burden<\/a> to X upon his acquisition, resulting in an annual interest payment of approximately $1.2 billion. Despite cutting costs through <a href=\"https:\/\/www.shortform.com\/blog\/mass-layoffs\/\">mass layoffs<\/a>, the platform remains unprofitable under Musk\u2019s leadership.<\/p>\n\n\n\n<p><strong>Ad sales, X&#8217;s primary revenue source, have <\/strong><a href=\"https:\/\/www.nytimes.com\/2023\/10\/30\/technology\/x-twitter-19-billion-dollars.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>declined by almost 60%<\/strong><\/a> since Musk&#8217;s takeover, primarily due to advertisers&#8217; concerns about Musk\u2019s <a href=\"https:\/\/www.cnn.com\/2023\/10\/27\/tech\/elon-musk-twitter-x-one-year-changes\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">unpredictability and risks that he\u2019s introduced to the platform<\/a>.&nbsp;<\/p>\n\n\n\n<p>To generate revenue, Musk plans to <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-30\/musk-s-x-valued-at-less-than-half-of-price-he-paid-for-twitter?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">move away from advertising<\/a> and <a href=\"https:\/\/www.forbes.com\/sites\/antoniopequenoiv\/2023\/10\/27\/year-of-musk-x-faces-slashed-valuation-and-fewer-advertisers-one-year-after-twitter-takeover\/?sh=1b364bd25510\" target=\"_blank\" rel=\"noreferrer noopener\">launch two premium subscription tiers<\/a>. However, to date, the company has convinced <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-30\/musk-s-x-valued-at-less-than-half-of-price-he-paid-for-twitter?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">less than 1%<\/a> of its users to subscribe to its $8 monthly premium service, which generates under $120 million annually.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-looking-ahead\"><strong>Looking Ahead<\/strong><\/h3>\n\n\n\n<p><strong>With sinking user engagement, fleeing advertisers, and a growing credibility crisis, Musk faces immense challenges rebuilding X into a thriving, sustainable platform. <\/strong>Musk promises to revolutionize X and turn it <a href=\"https:\/\/techcrunch.com\/2023\/09\/27\/x-will-be-profitable-in-2024-ceo-claims-in-tense-interview\/#:~:text=According%20to%20X%20CEO%20Linda,be%20profitable%20by%20early%202024.\" target=\"_blank\" rel=\"noreferrer noopener\">profitable<\/a> by transforming it into an &#8220;<a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2023-10-30\/musk-s-x-valued-at-less-than-half-of-price-he-paid-for-twitter?sref=mIZ1p2Gz\" target=\"_blank\" rel=\"noreferrer noopener\">everything app<\/a>\u201d with features like shopping, banking, <a href=\"https:\/\/www.forbes.com\/sites\/antoniopequenoiv\/2023\/10\/27\/year-of-musk-x-faces-slashed-valuation-and-fewer-advertisers-one-year-after-twitter-takeover\/?sh=1b364bd25510\" target=\"_blank\" rel=\"noreferrer noopener\">video and audio calls<\/a>, and <a href=\"https:\/\/www.nytimes.com\/2023\/10\/30\/technology\/x-twitter-19-billion-dollars.html\" target=\"_blank\" rel=\"noreferrer noopener\">dating services<\/a>. However, this vision could take years to achieve given the platform\u2019s current instability.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How has Twitter (X) changed since Elon Musk took over? Is the platform on the path to decline? Twitter, now called X, has lost over half its $44 billion value under Elon Musk&#8217;s first year of ownership. Key changes made under Musk&#8217;s direction, including mass staff layoffs, content moderation alterations, and a new subscription service have stirred controversy and decreased trust in the platform. Here&#8217;s a look at the last year of Twitter, under Musk&#8217;s leadership.<\/p>\n","protected":false},"author":8,"featured_media":117499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45],"tags":[727],"class_list":["post-117498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-articles","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Look at How Twitter (X) Has Changed Since Elon Musk - Shortform Books<\/title>\n<meta name=\"description\" content=\"Twitter, now called X, has lost over half its $44 billion value under Elon Musk. Here&#039;s how Twitter has changed thanks to new ownership.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Look at How Twitter (X) Has Changed Since Elon Musk\" \/>\n<meta property=\"og:description\" content=\"Twitter, now called X, has lost over half its $44 billion value under Elon Musk. Here&#039;s how Twitter has changed thanks to new ownership.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-08T17:38:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-14T12:31:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2024-08-14-at-13.19.01.png\" \/>\n\t<meta property=\"og:image:width\" content=\"858\" \/>\n\t<meta property=\"og:image:height\" content=\"558\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2024-08-14-at-13.19.01.png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"A Look at How Twitter (X) Has Changed Since Elon Musk\",\"datePublished\":\"2023-11-08T17:38:00+00:00\",\"dateModified\":\"2024-08-14T12:31:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/\"},\"wordCount\":628,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2023\/11\/twitter-to-x.jpg\",\"keywords\":[\"Articles\"],\"articleSection\":[\"Business\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/\",\"name\":\"A Look at How Twitter (X) Has Changed Since Elon Musk - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-has-twitter-changed\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2023\/11\/twitter-to-x.jpg\",\"datePublished\":\"2023-11-08T17:38:00+00:00\",\"dateModified\":\"2024-08-14T12:31:33+00:00\",\"description\":\"Twitter, now called X, has lost over half its $44 billion value under Elon Musk. 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