Elon Musk’s Twitter Completes Transition to X.com Domain

The rebranding of Twitter to ‘X’, which Elon Musk announced back in July 2023, has reached a new milestone today. The twitter.com domain is now redirecting users to x.com, which means that the Twitter brand will now completely disappear for people using the platform on the web and anyone else sharing links to X posts with others.

“All core systems are now on x.com,” Elon Musk said today in a post that included the logo from the defunct X.com online bank Musk co-founded back in 1999. The company was later absorbed by PayPal, which sold the x.com domain to Musk back in 2017.

All core systems are now on https://t.co/bOUOek5Cvy pic.twitter.com/cwWu3h2vzr

— Elon Musk (@elonmusk) May 17, 2024

If Musk apparently likes the “x.com” domain very much, “X” doesn’t exactly have the same brand appeal as Twitter, a brand synonym with the boom of the social web in the late 2000s. A successful brand is one that eventually becomes a noun or a verb, and X has none of that today. An “X post” can even sound ambiguous for someone not familiar with the platform.

Despite Elon Musk’s ambition to turn X into an “everything app,” the company is currently facing various challenges including declining revenue and persisting bot and toxicity problems. X still remains the place where news break and become viral. However, Threads, Meta’s Twitter clone recently crossed 150 million monthly active users, and the app continues to copy Twitter features such as the TweetDeck-like multi-column interface that X recently made a paid feature.