Aka EkeneTwitter’s rebranding to X, which signifies its ambitious transition into a comprehensive “everything app” envisioned by its owner, Elon Musk, has sparked a chain of reactions from users.
On the U.S. App Store, a notable surge in 1-star reviews has been documented, emanating from users expressing their frustrations over the name alteration, according to an astute analysis by market intelligence firm Sensor Tower.
The data presented by Sensor Tower reveals that an overwhelming 78% of all the iOS reviews in the United States regarding the recently renamed X app have been disheartening 1-star ratings since the official rebranding on July 24th. This contrasts starkly with the preceding two weeks, where the proportion of 1-star reviews stood at a comparatively lower 50%. It is worth noting that this figure conveys other grievances voiced by users concerning the myriad of changes introduced to Twitter under Musk’s stewardship, signifying discontent with the platform’s trajectory.
Unraveling the impetus behind the influx of 1-star evaluations, Sensor Tower pinpointed the direct correlation between these reviews and the rebranding itself. App users vehemently lamented the new logo and appellation, employing vivid expressions of displeasure. One user clamored for the reinstatement of the iconic “BIRD,” while another resorted to an emphatic plea: “GIVE US BACK THE BIRD!!!” A third reviewer, perplexed by the enigmatic new identity, pondered, “What is X?” Further exacerbating the situation, more users joined the chorus of condemnation, labeling the rebranding as “ugly” and deriding the new app as a veritable “dumpster fire,” among other vociferous critiques.
Despite the deluge of unfavorable reactions, the rebranding has not been bereft of positive outcomes for the erstwhile Twitter corporation. Sensor Tower’s cogent data underscores a remarkable 20% growth in global installs for X, registering a week-over-week increment following the rebrand. Notably, there was also a commendable 3-4% augmentation in weekly user growth during the same period.
Exuberant claims from X’s CEO, Linda Yaccarino, asserting record-breaking app usage, found credence in a proclamation from the indomitable Elon Musk himself on July 28th, heralding a new pinnacle of monthly users for the platform. Regrettably, both executives have refrained from disclosing the specific dates and times when the zenith of usage was attained, leaving curious minds to ponder.
Nevertheless, Sensor Tower’s insightful analysis has unearthed worrisome data points in tandem with the growth figures. A disquieting decline of 7% in time spent per user for the week, coupled with a 6% reduction in daily sessions per user following the rebrand, are notable causes for concern. Senior Insights Analyst at Sensor Tower, Abe Yousef, ventured that some of these drops in user engagement could be ascribed to users’ exasperation with the transformative changes to the app.
Conceivably, the advent of a radical rebranding was bound to evoke resistance and backlash from certain quarters. Notably, Twitter’s prior leadership struggled to steer the company towards prosperity, which lends credence to the rationale behind this sweeping metamorphosis and recalibrated purpose. However, the prevailing uncertainty revolves around X’s ability to thrive after forfeiting the trust and goodwill of some of its longstanding Twitter devotees in this audacious process.
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