It’s not been virtually two years since Elon Musk determined to re-name Twitter to X, which fulfilled a long-held dream that Musk had had of internet hosting an app at x.com.

Which is a bizarre ambition, however Musk had purchased the x.com URL within the early 2000’s, and had held onto it ever since, within the hopes of in the future launching an all-encompassing, payments-based app. Referred to as “X.” As a result of he actually likes the letter x evidently.

So, how has the X rebrand gone, and is X now on a path to changing into the “every part app” that Elon had as soon as envisioned?

Properly, sort of. I assume. Relying on the way you view it.

First off, on the X rebrand, as reported by Sherwood, Google searches for “x login” not too long ago exceeded search visitors for “twitter login” for the primary time because the renaming.

Which is an effective signal, proper? That signifies that extra folks are actually recognizing the app as X, which is a giant step.

Although that is solely net visitors, and on condition that the overwhelming majority of X utilization is on cell, it’s solely tangential searches for the login web page which can be possible coming in through search engines like google and yahoo.

However these customers are additionally much less prone to be regulars, and that, once more, factors to the rebrand taking maintain, in at the least some capability.

I imply, X itself isn’t actually serving to, with a heap of its documentation nonetheless referring to “Twitter” and “tweets.” However Elon said that he was assured that customers would ultimately neglect about Twitter, as a result of X can be so significantly better.

I don’t know that it’s fulfilled that promise, however evidently folks are actually lastly getting used to the brand new branding.

Which results in the subsequent query: Is X changing into the “every part app”?

No. No it’s not.

Regardless of all of the grandstanding and superlatives that Elon and X CEO Linda Yaccarino throw round, X, for all intents and functions, is identical as Twitter was, with minor purposeful updates and adjustments that haven’t actually impacted basic utilization.

Properly, not in a constructive manner at the least.

For instance, X claims that it’s now a video platform, however there’s been little change in focus within the app to raised amplify video content material, and it hasn’t introduced many vital video offers, exterior of its preliminary set of partnerships.

It did add a brand new video tab earlier this yr, however a video-first platform would open to a video feed first, proper?

X’s funds initiative, in the meantime, nonetheless hasn’t received off the bottom, with Elon and Co. nonetheless working to get full licensing clearance so as to allow the primary stage of its in-stream funds push.

It’s nonetheless coming, in line with Yaccarino, and X has been experimenting with how its in-app funds course of will look and performance. However on condition that it hasn’t launched within the U.S. but, I don’t think about that this might be coming to different areas anytime quickly.

After which there’s X’s utilization.

As a part of his preliminary imaginative and prescient for the platform, Elon Musk projected that X would attain 600 million lively customers by 2025 and 931 million in 2028.  

How shut it’s to these objectives is dependent upon your interpretation.

For context, again in 2022, when Elon took over the app, Twitter was sitting on 217 million mDAU, or “monetizable day by day lively customers.” Lately, Elon reported that X was now as much as 600 million month-to-month actives (MAU).

Which signifies that, technically, X is on monitor to achieve his projections, nevertheless his preliminary progress projections had urged that it could attain 600 million day by day lively customers, not month-to-month.

So you may argue that it’s rising, but additionally it’s not the place Elon had urged. X’s day by day lively person depend, in the meantime, is sitting on 250 million mDAU, the place it’s been since November 2022.

There’s additionally proof to counsel that X is shedding viewers, with the platform seeing a 15% decline in European utilization since Elon Musk took over on the app. That’s primarily based on its EU transparency reporting, however X doesn’t have to offer auditable person numbers for different areas.

However such a big decline in Europe appears to belie Musk’s claims of the platform seeing large progress, as a result of so as to do this, it must add a heap extra customers in different areas to counter its EU dip.

Web site visitors stats have been down (although they enhance in Could in line with SEMRush information), and X’s obtain rankings are declining,  so there’s not a lot to really assist X’s suggestion that it’s including customers.

Which might be one other manner through which it hasn’t reached its “every part app” ambitions as but. However perhaps, as soon as funds are lively, as soon as it has extra video offers, perhaps it nonetheless has an opportunity?

Actually, it in all probability issues lower than it as soon as did, as a result of xAI not too long ago acquired X, which it makes use of as a crucial information supply. That signifies that the onus on X’s enterprise has been barely diminished, because it now shares funding with xAI, and Elon’s been in a position to preserve elevating funds for his AI challenge as a result of broader enthusiasm in regards to the tech.

So X will stay in enterprise for the foreseeable future both manner. However two years in, trying on the state of the app, primarily based on all of those elements, it’s probably not a definitive success.

Perhaps it may be framed that manner, and perhaps the truth that Elon was in a position to make use of the app to assist Donald Trump get re-elected as president is success sufficient for his funding.

However proper now, X nonetheless has a variety of concepts, however not a variety of ends in reforming the platform.