In October 2022, Elon Musk shocked the world by acquiring Twitter for $44 billion. Fast forward to 2025, and the platform—now rebranded as “X”—bears only a passing resemblance to the social media giant it once was. From drastic personnel cuts to a new identity, Musk’s hands-on leadership has reshaped Twitter into something entirely different. For better or worse, Twitter X is no longer just a microblogging site; it has evolved into a multipurpose digital ecosystem aimed at disrupting not just media but the very architecture of online discourse.
In this article, we examine the major transformations introduced under Musk’s ownership and explore how users and the broader digital community are responding to the reimagined platform.
Major Changes and Features Introduced Under Musk
1. The Great Rebrand: From Twitter to X
One of Musk’s boldest moves was rebranding Twitter to X, effectively retiring one of the most iconic names in tech. The bird logo was replaced with a minimalist “X,” signifying Musk’s vision of creating an “everything app” akin to China’s WeChat. The rebrand was met with mixed reactions, but it clearly signaled a departure from Twitter’s roots as a public town square.
2. Mass Layoffs and Operational Restructuring
Shortly after acquiring Twitter, Musk cut approximately 80% of its 7,500-person workforce, reducing headcount to around 1,500 employees. The layoffs impacted engineering, content moderation, communications, and sales teams. While this leaner model saved operational costs, it also created internal chaos and left the platform vulnerable to bugs and outages.
Despite the initial turmoil, X rebounded in late 2024. Fidelity increased the company’s valuation to $13 billion, up from a post-acquisition low of $9 billion. The platform’s profitability returned to near pre-Musk levels in 2024, thanks to streamlined operations and new monetization strategies.
3. Subscription-Based Monetization
One of Musk’s most controversial changes was pushing for a paid model. Twitter Blue morphed into X Premium, with expanded tiers that include:
- Verified Status for All: Any user can become verified with a paid subscription.
- Ad Revenue Sharing: Eligible X Premium users can earn from ad impressions in replies to their posts.
- Exclusive Features: Longer tweets (now called “posts”), video uploads, edit button access, and reduced ads.
This shift in monetization diminished X’s dependence on traditional advertising but created concerns about the influence of paid voices over organic reach.
4. Algorithm Overhaul
X’s feed underwent a massive transformation. While the chronological timeline still exists, the algorithmic “For You” tab is now the default. The new algorithm boosts content from X Premium users and prioritizes engagement metrics, which has led to a rise in sensational and controversial posts.
In addition, Musk opened the algorithm code to the public, promoting transparency and community-driven optimization. However, critics argue that this open-source approach is more symbolic than practical.
5. Free Speech Absolutism & Content Moderation Rollbacks
Elon Musk has described himself as a “free speech absolutist.” Under his leadership, X rolled back many of its former content moderation policies. Musk reinstated numerous banned accounts, including high-profile controversial figures, and reduced the scope of moderation teams.
While these changes were welcomed by those who viewed prior policies as politically biased, they also led to a rise in hate speech, misinformation, and targeted harassment, prompting advertisers like Apple and Disney to pull back temporarily in late 2023.
6. Video, Payments & Long-Form Content
In a bid to rival YouTube, Substack, and even PayPal, Musk introduced a suite of new content formats and services:
- Long-Form Articles: Creators can now publish newsletter-style content directly on X.
- Video Uploads: With 3-hour uploads and monetization options, X is positioning itself as a video platform.
- P2P Payments: Integrated payment systems now allow users to send money, tip creators, and even pay for goods and services without leaving the app.
The expansion into video and fintech aligns with Musk’s dream of turning X into an all-in-one digital economy hub.
User Reactions and the Platform’s New Direction
Divided Communities
The changes to X have split the user base:
- Supporters laud the platform for being more open, rewarding creators, and shedding what they saw as overreaching moderation.
- Critics argue that the site has become chaotic, toxic, and less trustworthy.
Some users appreciate the enhanced monetization and exposure, while others complain that their engagement has plummeted due to algorithmic changes that favor high-paying accounts.
Content Creators and Influencers
A significant draw for creators has been X’s ad revenue sharing and tipping features. Several influencers have reported earning thousands monthly, making X a new rival to YouTube and TikTok. The longer post and video formats have helped turn the platform into a viable income stream for writers, podcasters, and commentators.
However, with monetization comes moderation dilemmas. Controversial content often performs better, leading creators to toe the line between engagement and ethics.
Advertisers: Leaving and Returning
Following Musk’s endorsement of controversial content and lax moderation, major brands like Coca-Cola, Apple, and Disney paused ad campaigns in late 2023. X responded by strengthening its brand safety tools and offering advertisers control over where their ads appear.
By mid-2024, some advertisers had cautiously returned. Others have shifted budgets to more controlled environments like Instagram or LinkedIn.
Journalists and News Media
Journalists, once power users of Twitter, are increasingly leaving or reducing activity. Changes to verification policies, algorithm bias against outbound links, and a hostile tone from Musk himself have pushed many toward Threads, Mastodon, and Bluesky.
Yet, some remain due to X’s massive reach and real-time impact. Breaking news still often begins on X, even as trust in the platform has declined.
Political & Cultural Influence
Elon Musk’s X has become a hotbed for political discourse. Right-leaning figures and movements have thrived under the platform’s new policies, while progressive and centrist users express concerns over safety and narrative distortion.
The platform’s cultural influence remains undeniable, with viral posts shaping public opinion, news cycles, and even elections.
Competing Platforms
While X remains a dominant force, competition is rising:
- Meta’s Threads appeals to disillusioned users seeking a calmer alternative.
- Bluesky offers a decentralized experience, free from corporate influence.
- Mastodon maintains niche communities with robust moderation.
Still, none have fully replicated the reach or cultural clout of X.
The Future of Twitter X: What Comes Next?
Looking ahead, Elon Musk has hinted at integrating:
- AI-driven search and discovery tools
- Real-time translation for cross-cultural conversations
- Expanded creator economy features, including course sales and premium communities
X’s roadmap reflects Musk’s ambition to build a platform that merges communication, content creation, commerce, and artificial intelligence.
Yet, the platform’s future hinges on key factors:
- Will users embrace the new X, or continue migrating elsewhere?
- Can Musk balance free speech with community safety?
- Will advertisers trust the platform long-term?
A Platform in Flux
Elon Musk’s stewardship of Twitter X is one of the most dramatic transformations in tech history. What began as a microblogging tool is now a sprawling, polarizing social media experiment.
Whether Musk’s vision proves visionary or volatile remains to be seen. One thing is certain: Twitter X is no longer business as usual. It’s a test case for how one man’s unfiltered ideology and ambition can reshape a global platform.
