From Tweets to Trouble: Why X is Losing Users Faster Than Elon Can Rename It

When Elon Musk rebranded Twitter to X in 2023, it wasn’t just a name change—it was a complete identity overhaul. Musk promised to revolutionize the platform into an “everything app,” blending social networking with payments, content creation, and more. But the transformation came with a price: the alienation of millions of users, a fractured community, and a sharp decline in relevance.

Recent data confirms that X is bleeding users in its two most critical markets: the US and UK. Active users are down, engagement is plummeting, and competitors are capitalizing on its missteps. As the numbers paint an increasingly grim picture, one question looms: Can X survive Elon Musk’s chaotic vision?

The Numbers Don’t Lie: A User Exodus

Sensor Tower reports a 15% decline in X’s active user base in the US over the past year, with a similar 12% drop in the UK. Together, these regions make up a significant portion of X’s revenue base, making the losses particularly damaging.

Engagement metrics are even more telling. Data from Apptopia shows that the average time spent on X per user has fallen by 20% since 2022. Once a hub of rapid-fire conversations, breaking news, and viral moments, X now struggles to keep users engaged as they spend more time on platforms like TikTok, Threads, and Instagram.

“This isn’t just a bad quarter—it’s a systemic issue,” said Rachel Kim, a social media analyst. “X is losing its grip as a go-to platform, and the numbers reflect that reality.”

The loss of users and engagement has ripple effects that extend far beyond the platform. Fewer users mean less content, less conversation, and less incentive for advertisers to invest. It’s a vicious cycle, and one that X seems unable—or unwilling—to break.

The Rebrand That Fell Flat

When Musk renamed Twitter to X, it was a bold move—and a deeply polarizing one. Twitter wasn’t just a platform; it was a cultural institution. The iconic blue bird, the verb “tweet,” and the platform’s unique role in shaping public discourse were all part of a brand identity built over nearly two decades.

By discarding that legacy, Musk gambled on the idea that X could create a new identity as a multifunctional app. But for many users, the rebrand felt like an erasure rather than an evolution.

“Twitter had an emotional connection with its users,” said branding expert Amanda Lopez. “The rebrand to X severed that connection. It’s like taking a beloved family restaurant and turning it into a sterile chain—it loses its soul.”

The changes went beyond aesthetics. Musk’s introduction of features like pay-to-play verification and a reduced emphasis on content moderation alienated core users. What once felt like an inclusive digital town square now feels transactional and unwelcoming.

Even the platform’s new logo—a stark black “X”—drew criticism for its cold, corporate vibe. “Twitter’s charm was in its accessibility,” said Lopez. “X feels like it’s trying too hard to be edgy and futuristic, but it’s coming across as detached and uninviting.”

Musk’s Leadership: Chaos as a Business Model

Elon Musk’s influence on X goes far beyond the rebrand. His erratic leadership style has become synonymous with the platform’s identity—an identity that increasingly alienates users and advertisers.

Since taking the reins, Musk has made sweeping, controversial changes. He reinstated previously banned accounts, eliminated legacy verification, and slashed content moderation teams. While some saw these moves as a commitment to free speech, others viewed them as a disregard for user safety and trust.

“Elon Musk isn’t just the CEO of X—he’s its main character,” said tech journalist David Greene. “But his theatrics often overshadow the platform itself, and that’s not a sustainable strategy.”

Musk’s own behavior on X has also been a point of contention. From public feuds with users to inflammatory posts, his actions have created an unpredictable environment that turns off both users and advertisers.

“It’s hard to take X seriously when its leader treats it like his personal playground,” said Lopez. “Stability is key for any social media platform, and Musk’s leadership is anything but stable.”

The Rise of Competitors

While X stumbles, its competitors are thriving. Meta’s Threads, launched in mid-2023, has quickly gained traction, leveraging Instagram’s existing user base to attract millions. By focusing on user experience and community building, Threads positioned itself as a safer, calmer alternative to X.

Other platforms like Mastodon and Bluesky are also benefiting from the exodus. These decentralized platforms offer users greater control over their online experiences, attracting those disillusioned with X’s chaotic environment.

“Threads didn’t have to be revolutionary—it just had to be functional,” said Greene. “That’s the bar X has set for its competitors, and they’re clearing it easily.”

Even LinkedIn, traditionally a professional networking site, is absorbing some of X’s lost audience. Professionals seeking thought leadership and networking opportunities are turning to LinkedIn’s quieter, more predictable environment.

“X’s decline has created a vacuum, and competitors are rushing to fill it,” said Kim. “It’s a rare moment where a market leader is voluntarily ceding ground.”

Advertisers Are Jumping Ship

For X, the loss of users is only half the story. The platform’s ad revenue—a cornerstone of its business model—is also in freefall. Insider Intelligence estimates an 18% drop in US ad revenue in 2023, with major brands like Coca-Cola and Pfizer scaling back their spending.

Advertisers cite brand safety as a primary concern. Musk’s decision to reduce content moderation has made X a riskier environment, where ads can appear alongside controversial or harmful content.

“Advertisers are inherently risk-averse,” said digital marketing strategist Jonathan Wright. “If they don’t trust the platform, they’ll redirect their budgets elsewhere—and that’s exactly what’s happening with X.”

The reliance on paid subscriptions to offset declining ad revenue has only added to the platform’s woes. While Musk has touted the success of X’s premium services, the numbers don’t add up. Paid subscriptions represent a fraction of the platform’s revenue, and the majority of users remain unwilling to pay for features they once accessed for free.

The Future of X: A Platform in Peril

Elon Musk’s vision for X as an “everything app” is ambitious, but the platform’s current trajectory suggests it’s more likely to become a cautionary tale. With declining user numbers, waning engagement, and dwindling ad revenue, X faces an uphill battle to regain relevance.

To turn things around, X will need to address its fundamental issues: rebuilding trust with users, creating a more stable and welcoming environment, and redefining its value proposition in a crowded social media landscape.

“The potential is there,” said Greene. “But potential alone isn’t enough. Musk will need to show that he can lead with discipline, not just disruption.”

The Bigger Picture

X’s decline isn’t just a story about one platform—it’s a reflection of broader shifts in social media culture. Users are increasingly seeking platforms that prioritize safety, community, and authenticity over chaos and controversy.

For now, X feels like a platform at war with itself: a once-vital social media giant struggling to adapt to a rapidly changing digital landscape.

As Lopez aptly put it: “You can call it X, but at this rate, it’s looking more like a failed experiment.”