NIXSolutions: X CEO Says Rebranding Gets Rid of Twitter Legacy

At the helm of X, previously known as Twitter, stands Linda Yaccarino, who assumed the role in June following an invitation from the social network’s owner, Elon Musk. The intention behind Yaccarino’s appointment is to foster closer ties with advertisers. The rebranding from the platform’s former name was a strategic move initiated by Musk, aiming to shed the weight of Twitter’s historical baggage.


Linda Yaccarino’s Vision: Moving Beyond Twitter

In an exclusive interview with CNBC, Linda Yaccarino shared her insights on this pivotal change. She highlighted Elon Musk’s longstanding vision of X as “the app for everything,” a concept he has championed for an extended period. Yaccarino’s collaboration with Musk is centered around the transformation of Twitter into X. Since Musk’s acquisition of Twitter in the previous October, the platform has undergone substantial evolution. It now offers extended video content and in-depth textual engagement, facilitating an immersive user experience. The upcoming introduction of video calls without requiring phone numbers and a planned feature enabling money transfers between users and content creators demonstrate X’s commitment to innovation.

Liberation through Rebranding: Embracing Change

Yaccarino emphasized that the renaming of the platform marked a departure from Twitter’s legacy perception, enabling X to progress beyond its previous confines. She anticipates a paradigm shift in user interaction, entertainment, and connectivity within the revamped platform. According to X’s leadership, retaining the Twitter name might have constrained public perception to incremental changes, which wouldn’t have sufficed given the scale of the ongoing transformations.

Autonomy and Direction under Elon Musk

Under Elon Musk’s guidance, Linda Yaccarino enjoys substantial autonomy. While Musk oversees rebranding and future developments, Yaccarino shoulders operational management, contractual matters, legal affairs, sales, and finance, notes NIXSolutions. The moderation and security teams have been enhanced, ensuring advertisers’ confidence as concerns about ads appearing alongside potentially “toxic” content are addressed.

Streamlined Operations and Competition

X has streamlined its workforce from 8,000 to 1,500 since Musk’s acquisition, a necessary step to optimize costs. The emergence of Threads as a competitive threat is viewed as moderate for now, as Mark Zuckerberg’s platform hasn’t aggressively courted advertisers. Even the speculated rivalry between Zuckerberg and Musk could potentially be leveraged for promotional opportunities on X, as suggested by the company’s leadership.