X will become an “Everything App” in 2024. (Photo by Nathan Stirk/Getty Images)
Since its launch in March 2006, Twitter became one of the largest social networks—but unlike its rivals; it was largely built around the concept of microblogging, where users could offer short and concise updates in real time.
While tweets could include images and videos, it has expanded to include direct messaging, video and audio calling, communities and other features. X—as the platform is now known—seeks to expand and do much more.
“X is not just another app–it’s becoming the everything app, seamlessly uniting experiences into one interface, for everyone,” the company announced in a blog post on Tuesday, while laying out features including peer-to-peer payments, and offering more original content.
“X is set to revolutionize 2024 with groundbreaking products and services that will reshape how we connect, communicate, and transact,” the blog post added. “Our unwavering dedication to people, partners, and communities drives our mission to improve and innovate, boldly venturing into uncharted territory while remaining in tune with our community’s needs.”
The platform also announced that it will post video content from former CNN anchor Don Lemon, former U.S. Rep. Tulsi Gabbard of Hawaii and sports radio commentator Jim Rome.
The question could be asked why tech entrepreneur Elon Musk, who acquired Twitter in the fall of 2022 for $44 billion, didn’t simply launch an original platform. Did Musk simply buy Twitter’s built in audience?
The fact that no Twitter alternative has emerged does suggest that it is hard for any social media platform to break out today.
“My sense is that the meaning behind this is that X still hasn’t been replaced by a similar platform, in spite of its troubles over the last year and a half,” said Dr. Cliff Lampe,
“While sites like Mastodon and Bluesy have tried to claim space as X alternatives, it’s hard to get the critical mass of users necessary to create any meaningful audience,” added Lampe.
That fact also explains why former Fox News host Tucker Carlson and now CNN’s Don Lemon have headed over to X—and perhaps why X is happy to have them. They’re bringing an audience, while the platform is already used by hundreds of millions.
“Media personalities are dependent on clusters of audience, and X still provides that best cluster for people,” Lampe continued. “I don’t think there’s anything in particular about Musk’s policies on the site driving these efforts, just the persistent importance of the platform.”
Worth The $44 Billion?
Still, $44 billion must be seen as an enormous investment—and many of Musk’s decisions so far have only served to drive advertisers away. That is why some critics suggest X isn’t really evolving as much as it just making up the changes as it goes along.
“This wasn’t a measured decision,” suggested technology industry analyst Rob Enderle of the Enderle Group, who said that this was more about ego than a shrewd business move.
“Musk was upset he’d been banned and used his power to try to force Twitter into making some policy changes including reinstating him, but he overplayed his hand and ended up being forced to pay a huge premium for a company he had no idea how to run,” said Enderle.
Musk in turn returned to an old idea he had, including using the same name of “X,” and is now seeking to turn what was a successful microblog into that everything app.
“It was just an emotion driven colossal screw up, not a planned acquisition,” said Enderle. “He is trying to spin it differently, but we saw the reality play out real time. Based on The Wall Street Journal coverage this could also partially be a result of his alleged substance abuse problem.”
Regardless of why Musk bought X, it does appear that 2024 could be the year of big change for the platform—and perhaps even its make or break moment. It will either become that “everything app” or end up as the “nothing app.”
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