The rebrand to X was to make Twitter an all-in-one social media app

The evolution of X, from startup to Musk-owned giant, reflects rapid tech shifts

Twitter began in 2006 as a side project and grew into a major global platform, widely used for news, activism, and political discourse. Despite mainstream success, it faced ongoing management turmoil, business struggles, and rising concerns over misinformation and user safety.

Elon Musk reshaped Twitter into X with bold moves and polarizing decisions

What began in early 2022 as Musk quietly buying Twitter shares soon escalated into a $44 billion hostile bid to take the company private. When Musk officially took over Twitter, he walked into headquarters carrying a literal kitchen sink, captioning the moment, "Let that sink in."

X is a social media platform focused on real-time communication and content sharing

Users post and interact through short messages known as tweets. As of February 2025, X receives over 4.83 billion monthly visits, with users spending an average of 34 minutes daily on the platform.

X's brand health has sharply declined since Elon Musk's takeover

Since Musk acquired the platform, impression, quality, and satisfaction scores have all turned negative—reflecting widespread disapproval among former and current users. As of fall 2024, despite the reputational damage, X remains the sixth-most-visited website globally.

X (Twitter) started as a way to share short updates via text

What began as a way to share 140-character updates quickly grew into a vital platform for activism, politics, and pop culture. Hashtags, trending topics, and retweets—now common across the internet—originated on the platform.

X's quirky culture clashed hard with Elon Musk's extreme leadership style

Investigative journalists have written that social platform X's open, sometimes chaotic workplace stopped when control shifted irreversibly from Jack Dorsey to Elon Musk. They claim the stark contrast in personalities left little protection for existing employees, culture, or users.

See a visual representation Elon Musk's many tweets over a decade

Musk was known for tweeting often long before he purchased Twitter, later renaming the social network "X." One week in August 2024, Elon Musk posted 650 times. This data visualization shows an analysis of roughly 15,000 of his tweets from 2011 to 2021.

The first-ever tweet on X was sent on March 21, 2006, at 9:50 pm

The short, declarative message launched what would eventually become one of the world's most influential social media platforms. As of 2020, about 10% of X users are responsible for 92% of all posts.

Treating X like a product instead of a public space obscures deeper issues

Public outrage over Elon Musk's Twitter acquisition misses the point that the social platform has long failed to address hate speech, not just under Musk's ownership. Over 150,000 mentions of "leaving Twitter" were recorded over the weekend following Musk's takeover.

View the list of most followed users on X

X, formerly Twitter, may now face more competition from rival social networks than ever, but it also had over 650 million active users as of early 2025. Elon Musk, Barack Obama, and Cristiano Ronaldo led the list of most-followed accounts then.

Threads offers sleek design but fails to deliver X's unique user experience

Despite its smooth setup, Threads lacks the algorithmic depth and cultural edge that made X (formerly Twitter) feel essential to longtime users. The overlap with Instagram contacts creates a less authentic space, limiting the raw, real-time energy people loved on X.

Elon Musk claims cutting costs fast was the only way to stop X from dying

Laying off 80% of X's workforce, says Musk, was required to avoid a financial collapse within months of him purchasing the platform. In 2023, he claimed X would be cash-flow positive within the year as advertisers returned to the platform.

Bluesky is gaining momentum by offering users full control over their experience

Controversial changes made by Elon Musk to X have inspired an exodus from that platform and growth in Bluesky. The latter's open-source model gives users customizable feeds, portability between services, and a "billionaire-proof" design that prevents corporate takeover.

Read a timeline of all of Elon Musk's business ventures, from the software company Zip2 in the 1990s to Musk's Twitter acquisition.

Donald Trump redefined presidential communication in the social media age

Trump used platforms like Twitter (now X) to bypass traditional media, announce policy, and confront opponents directly. His online presence reshaped political messaging, blurred the line between official and personal communication, and transformed how presidents engage the public.

TikTok's 'sonic logo' imprints the app's identity across platforms

As the app's popular videos spread to other platforms like Instagram and Reddit, the company sought a way to alert viewers that the content originated on TikTok. They decided on the sonic logo that now acts as a bumper on all of its shared videos, to attract users.

X's bird logo cost just $15 and wasn't added until four years after launch

When Twitter launched in 2006, it featured green, slimy lettering and lacked the now-famous bird icon. The bird was adopted in 2010 and eventually became the platform's official logo—unofficially named Larry after NBA legend Larry Bird.

Mark Zuckerberg's 2024 rebrand was dubbed the 'Zuckassaince'

Zuckerberg, like Apple cofounder Steve Jobs, wore the same, simple T-shirts and outfits for most of his early career to decrease the decisions he'd have to make on a daily basis. In 2024, Zuckerberg started wearing chunky gold chains around his neck and oversized T-shirts with slogans on them. Some say the "Zuckassaince" is an effort to rebrand Meta as a futuristic company, not just an old social media company for millennials.

SpaceX was built to achieve Elon Musk's vision of making humans an interplanetary species.

Nonstop posting by Elon Musk provides calculated political and brand messaging

For a week in August 2024, Musk posted 650 times, including reactions to far-right influencers; promotion of his AI tool, Grok; and support for controversial political takes. He livestreamed himself playing Diablo IV for hours during that same week.

Explore a timeline of Tesla through 2025

Initially called Tesla Motors, the company was renamed Tesla Inc. in February 2017. Its Model Y became the world's bestselling EV worldwide by the end of 2023, overtaking the Model 3's title from 2020.

Creating a digital alternative to the traditional Chinese 'red envelope' payments helped spur WeChat's financial services growth, and helped it become a 'superapp.'

Silicon Valley’s reign over tech, money, and politics

Tesla and X CEO Elon Musk, OpenAI CEO Sam Altman, LinkedIn founder Reid Hoffman, and others are getting into politics. From Musk’s role in President Trump’s second term to Hoffman’s spending on former Vice President Harris’ presidential campaign, more tech CEOs are expanding into politics. This podcast episode by WBUR and American Public Media discusses what the impact could be with so many tech figures engaging in American politics. Listen here.

Robinhood's pivot from everyday investors to hyperactive traders

The platform was conceived as a hub for first-time investors looking to get into trading. After criticism in 2021, the company pivoted to focus on more regular, daily traders, among whom the company's CEO has now become a cult hero.

Mark Zuckerberg views Meta as a technology company—not a social media company

Despite Meta's core products being social media apps, Zuckerberg is adamant that Meta is a technology company that has built social media apps, but can build and is comfortable building other technologies—like AI-integrated glasses and virtual reality labs.

See Don Valentine's original 1977 memo for Sequoia's investment into Apple Computer

In honor of Apple's 50-year anniversary, Sequoia Capital recently posted a tweet on X (the social media platform formerly known as Twitter) with a photo of the original 1977 memo for Sequoia's investment in Apple.

Peter Thiel and Elon Musk formed PayPal after merging two dot-com companies

Elon Musk cofounded "X.com," an online banking service, in 1999 with the idea that the web would become a financial repository as internet access expanded and became ingrained in daily life. Peter Thiel cofounded "Confinity" as a digital security service that morphed into a payments system. In 2000, the two merged to form PayPal, and in 2002, they sold PayPal to eBay for $1.5B.

Mark Zuckerberg credits some of Facebook's success to constant evolution

Before becoming the head of OpenAI, Sam Altman was the president of Y Combinator—a startup accelerator company that supported companies like Airbnb, DoorDash, and Coinbase. In 2016, Altman interviewed Zuckerberg about creating Facebook and its growth over time. Zuckerberg said that, unlike other companies (think: CourseMatch), Facebook kept growing and adding new features, which prevented the app from becoming obsolete.

Extreme Games rebranded as X Games for global appeal

In 1996, ESPN shortened “Extreme Games” to “X Games” to make the name easier to translate for international broadcasts and to strengthen branding as the competition expanded to global markets.

The iPhone reshaped culture, media, and communication through innovation

Cultural moments, such as Ellen's viral Oscars selfie and Taylor Swift's iPhone Notes statement, have demonstrated how deeply integrated the device has become into society. The film "Tangerine" and Kendrick Lamar's "Pride" were created with the iPhone, underscoring its use in media creation.

Steve Jobs introduced Apple’s 'Think Different' marketing campaign

Jobs introduced the now-iconic “Think Different” marketing campaign. It won numerous awards, symbolized Apple’s new era under Jobs, and showed off his understanding of branding.

A quick guide to everything SpaceX

SpaceX has single-handedly reignited commercial space exploration, with its reusable rockets, broadband satellite constellation, and plans to populate Mars. The company has gone from a mere idea in 2002 to the world's most well-known private space company. Learn the basics about this pivotal company with this quick guide from CNET.

Elon Musk follows a five-step decision-making process when simplifying technology

He begins by determining whether how something has been previously done is—in his words—"dumb," or if a certain feature should even exist, let alone be optimized. This first principles method has helped him develop some of the most valuable companies in the world.

A timeline and visuals on TikTok's rapid growth

The app that would become TikTok is known as Douyin in China, and this article recounts its history, acquisition of rival Musical.ly, and rebranding ahead of its lightning growth. One visualization shows how quickly TikTok reached 1B users.

SpaceX's S-1 or 'prospectus' revealed many previously unknown details about the company

Those revelations include the company's unprofitability despite doing $18.7B in revenue in 2025, exactly how many voting shares Elon Musk will have in the company (roughly 85%), and more.

What's the difference between QQ, WeChat, and Weixin?

Tencent owns QQ, Weixin, and WeChat—three separate apps serving different users. QQ launched in 1999 as a youth-focused messenger. Weixin (for China) and WeChat (international) are technically the same app, but split to comply with regional regulations, especially around data and payments.

Elon Musk's first company was an online business directory called 'Zip2'

Musk started the online alternative to Yellow Pages in 1995 with his younger brother. Musk sold the company for $305M in 1999.

In 2018, Tencent's market capitalization hit $580B, surpassing Facebook (now Meta) for the first time.

At 12 years old, Mark Zuckerberg built a messaging platform for his family called 'ZuckNet.'

Robinhood's mission of democratizing finance included its IPO

In 2021, investing app Robinhood went public—and decided to go about its IPO process differently. Unlike other companies, it opened up its IPO for the general public to purchase right away. A podcast episode explains what made Robinhood's IPO so unique prior to its launch date.

Elon Musk once tried to make himself CEO of artificial intelligence behemoth and ChatGPT creator OpenAI.

Read a breakdown of WeChat, the central technology in Tencent's empire that boasts roughly 1.4 billion users and hosts e-commerce, payment, and messaging services all in one place.

Read an overview of Tencent's biggest business moments, from the 2011 WeChat launch to streaming deal with Universal Music Group.

Y Combinator changed the way startups around the world are built

Many of the philosophies that the leaders of Y Combinator have infused into the program’s portfolio companies have become the playbook for building the next big thing, such as its focus on founder personality and more.

WeChat has become China's primary news platform, due to expansive user base and legacy media's adoption of the platform.

Watch a timeline of Tencent—one of China's earliest tech giants—despite the company's low profile.

Meta has added video features to attract more young users to Facebook

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

Bumble's ill-received 2024 rebrand included ads encouraging users to stop being celibate

The ads were meant to promote a new option on the dating app that allowed men to message first in opposite-sex matches—a significant change to the app's signature "women make the first move" feature. Bumble later apologized for the ads on Instagram. Bumble shares fell 54% after the brand removed the signature feature and allowed men to message first.

What is the Fediverse?

The "fediverse" is a league of like-minded apps looking to make our digital identities—including posts, followers, activity—move seamlessly between networks. It's a decentralized approach, making various social networks interoperable in contrast to Facebook and Twitter, where content is platform-specific. The fediverse provides stability and control to users. Learn more here.

By 2022, Meta was betting strongly on a metaverse strategy for its products

Moving beyond the controversies over fueling misinformation, division, and harm worldwide, Mark Zuckerberg expressed optimism about technology's role in connecting people. Meta's multibillion-dollar investments in integrative AR and VR technologies have further evolved its founder's vision.