How has public perception of X (formerly Twitter) changed since Elon Musk bought the platform?

Elon Musk’s ownership of X (formerly) Twitter has certainly been eventful: he has altered the platform’s content moderation policies; introduced paid verification; downsized its workforce by 75%; added a “For You” feed – and, of course, changed the platform’s name. But, two years into the Tesla and SpaceX chief’s acquisition of the social media platform, how has its brand perception changed? 

Not for the better, according to YouGov BrandIndex. Our data shows that Index scores for the platform – which measure general brand health – have plunged from 2.7 to -12.4 (-15.1). These scores did show signs of recovery between September 2023 and July 2024 (almost to the point where brand health became net positive) but they have since declined even further. A look at the underlying metrics doesn’t paint a better picture. 

Impression scores, which track good and bad sentiment, have plunged from -1.9 to -20.8 (-22.7), while Quality scores have gone from a net positive 2.5 to an emphatically negative -13.3 (-15.8).

Neither are those who have stuck with the platform impressed. There has been a downturn in customer Satisfaction metrics: on the day the platform was acquired, these were at 10.7; as of our most recent data, they are -1.4 (-11.7).  

Several changes since the acquisition have led to some negative stories around X/Twitter – from an unpopular rebrand to questions over whether or not the platform gives users too much latitude to post hateful or offensive speech – and the platform (along with Musk) was criticised for its perceived role in the leadup to and aftermath of the Southport riots earlier this year.   

That said, one possible bright spot for X: Current Customer scores, which ask the public whether they have visited a website over the past 30 days, fell from 35.8 on the day of the acquisition to a low point of 21.7 earlier this year – but they have since recovered to 31.5 as of our most recent data. Indeed, while X’s overall public image appears to be on the wrong track, it remains the sixth most visited website in the world and retains more than 500 million monthly active users. The question now is whether Musk can reverse the brand damage, right the ship and turn it into the “everything app” he has envisioned? 

This article originally appeared in City A.M.