Twitter’s transformation into X may have caught attention, but it didn’t have a positive impact on app downloads.
According to media strategist Eric Seufert, after Twitter changed its name to X on the Apple App Store, the X app’s ranking dropped from 35 to 54.
Seufert speculates that confusion contributed to the decrease in downloads. While Twitter enthusiasts were aware of the rebranding, most consumers were not.
The appearance of the X app on the App Store search results for Twitter might also have added to the confusion. With its black logo and description, it may have puzzled those who were not familiar with the rebranding.
Comparing the popularity of other well-known apps such as WhatsApp, Threads, and TikTok, Seufert’s data shows that these non-rebranded apps remained popular while X struggled.
Twitter / X continues to experience Top Downloaded chart rank decline following the app’s name change from Twitter to X. pic.twitter.com/cKyFPUs1MB</ a>
— Eric Seufert (@eric_seufert) August 11, 2023
This data is alarming for X, as its owner Elon Musk aims to retain users and generate more revenue. With Meta’s Threads competing for users’ attention, X faces the risk of losing its already alienated user base. Although the rebranding resulted in a decline in X’s active user base, it still boasts over 400 million active users.
Perspective: It is crucial for companies to consider the potential impact of rebranding on user engagement and app downloads. Clear communication and adequate marketing can help minimize confusion and ensure a successful transition. The case of X’s Twitter rebranding serves as a reminder that even well-established platforms can face challenges in retaining and attracting users during significant changes.
