Brands and media partners will also have to adapt. Last month, X sent advertising agencies its new brand guidelines to explain how they should use the guidelines. In streaming, for example, leagues like the NFL and networks like ESPN should direct fans to X, not Twitter, to talk about their shows.
"This document marks the beginning of our brand journey as X," the Advertisers report said "We know that many partners use our logos in different places to indicate where their visitors can find you."
According to Katie Daly, vice president of social media, content optimization and ESPN Next for ESPN, some shows are using the "X/Twitter" logo to notify viewers of the change. "The current recommendation is to use 'X/Twitter' for audiences who are not yet aware of the rebranding," Daly said via email, "and to use 'X' in places like other social platforms where it is justified. Assume greater importance. Values "We Encourage the use of 'post' and 'repost' instead of tweets and retweets."
"Publish and repost are no longer platform-agnostic terms, and since X is not our primary platform for communicating with fans, I think changing the wording helps to understand that sports figures and brands share information beyond X".
Beyond the actual branding, Musk and his team are trying to get their partners to think differently about X. Musk has begun citing new metrics used to measure success on the platform, such as "average" time spent on the platform. It's possible that if X can prove that more people are happy using the site, he could dispute claims that the site has seen more negativity since Musk bought it. In this sense, the Harris Poll/Ad Age survey also provides some information: 59% of US respondents who used X agreed that it was "time well spent". Meanwhile, 49% of X users agreed that X's content is "generally more negative now than before the Elon Musk acquisition."
