Twitter Rebrand 'X' Struggles as User Engagement Plummets Under Elon Musk

Following Elon Musk's acquisition of Twitter in October 2022 and its rebranding to X, the platform has faced a significant halt in growth. Musk’s ambitious plans to convert X into an 'Everything App' incorporating diverse functionalities such as short videos, messaging, and financial transactions have not translated into user growth. Instead, user engagement, especially among the crucial 18‑to‑29‑year‑old demographic, has seen a marked decline. According to this report, the platform's user base among this group fell from 42% in 2024 to 33% in 2025, despite the surge in competitors like TikTok and Instagram, which have experienced growth in the same period. The envisioned multifunctional app has yet to capture the demographic influx Musk envisioned, and the existing user base remains skeptical ² over content moderation and the increase in harmful content.

The decline in users on X, the platform formerly known as Twitter, under Elon Musk's leadership can be attributed to several key factors. One primary reason is the platform's failure to fulfill Musk's ambitious promises of transforming X into an 'Everything App.' Despite grand plans to incorporate diverse functionalities such as messaging, banking, and short videos, the expectations have remained largely unmet. Additionally, young adults aged 18 to 29, who are pivotal for growth in the social media landscape, have been drifting away from the platform. Their engagement fell from 42% to 33% between 2024 and 2025, according to Futurism.

Another significant issue contributing to user decline is the emerging presence of far‑right content on the platform. The increase in such content is turning away new and existing users, especially among younger demographics who prefer moderated social environments. This shift in content tone is further compounded by Musk’s controversial personal actions, which sometimes add to the platform's negative atmosphere. According to the,¹ users who have had public disagreements with Musk have noticed a decline in their post engagements, hinting at potential suppression issues tied to Musk’s involvement.

Comparatively, other social media platforms like TikTok and Instagram have continued to grow their user bases during the same period, demonstrating a sharp contrast with the stagnation seen on X. While X’s usage slipped slightly from 22% to 21% among Americans, TikTok's user base rose by 4% and Instagram's by 3%, revealing X's apparent loss in the competition for digital relevance. This trend further highlights the platform's struggles despite maintaining a relatively steady number of loyal users who engage daily on the site. More information can be found in the.¹

When comparing X's performance with that of its competitors, platforms like TikTok and Instagram have clearly outpaced X in terms of user base growth and engagement. According to this report, while X's user base has stagnated, TikTok and Instagram saw growth rates of 4% and 3% respectively during the same period. These increases suggest that X is struggling to retain its appeal, particularly among younger demographics who are critical for sustained social media vitality. The dynamic contrast with its competitors underscores the challenges X faces in staying relevant amid shifting user preferences.

Competitors have also outshined X in terms of feature delivery and user engagement. While platforms like TikTok and Instagram continue to innovate with visually engaging content and new functionalities, X's ambition to transform into an all‑encompassing app has faltered, leading to a missed opportunity to capture interest in key areas such as digital payments and short‑form video content. The ambition of becoming an 'Everything App', proposed by Elon Musk, has been stymied by significant setbacks, as detailed in.¹ These challenges pose a significant hindrance to X's competitive edge.

In addition to user growth, the comparative brand perception between X and its competitors is stark. As highlighted by,¹ X's reputation has been marred by controversies surrounding content moderation and the rise of extremist voices, whereas TikTok and Instagram maintain a broader appeal by actively curating content that aligns with mainstream user expectations. Amidst the fallout, major advertisers have withdrawn support, further emphasizing the strategic advantage held by X's competitors in maintaining a safe and engaging platform environment.

Elon Musk's acquisition of X, formerly known as Twitter, has been marked by significant changes that have had a considerable impact on user demographics. Particularly affected is the 18‑29 age group, which is pivotal for social media platforms in maintaining a robust and active user base. According to a report by Futurism, this demographic saw a noteworthy decline in platform use, dropping from 42% in 2024 to just 33% in 2025. This trend has raised concerns about the platform's ability to attract and retain young users, which is crucial for its growth and relevance in a competitive social media landscape.

The stagnation in user growth under Musk's leadership is complemented by a broader cultural shift occurring on X. The platform's struggle to expand or even maintain its user base stems not just from unmet feature promises but also from rising content toxicity, as mentioned in.¹ The nature of content, increasingly skewed towards extremist narratives, could be alienating essential demographics who prefer platforms fostering more inclusive and moderated content. This shift is mirrored by competitors like TikTok and Instagram, which continue to gain users, particularly among younger demographics.

Compounding these challenges, the introduction of controversial policies and Musk's unpredictable leadership style have potentially alienated users who previously relied on the platform for its broad reach and diverse community. Reports have suggested that users who disagree with or criticize Musk might experience decreased post engagement, pointing to a potential suppression of critical voices as explored in Flowing Data's analysis. This perception may not only affect user trust but also the demographic composition of the platform, deterring new users from joining.

A critical aspect of Musk's influence on X is reflected in the platform's response from advertisers and users alike. The article highlights that various major brands have pulled back from advertising on X, citing concerns over the management of extremist content and transparency issues. The company's projected transformation pathway, which was expected to include integrated services like video sharing and banking, has faced significant delays. Such setbacks have not only affected Musk's goal but also led to skepticism about the stability and future prospects of the platform. The inability to attract and retain a broader audience, especially those outside far‑right political circles, reveals a broader challenge for Musk's management style to align business strategies with user expectations.

The toxic environment pervasive on X is further exacerbated by Elon Musk's management style and the platform's inability to cope with its existing challenges effectively. According to analyses, Musk’s personal involvement in content visibility—sometimes seen to suppress engagement for users who publicly challenge him—has stirred distrust among the user community. Moreover, regulatory scrutiny, particularly from the European Union investigating potential violations of the Digital Services Act, intensifies the platform's challenges ([source](https://www.reuters.com/technology/eu‑investigates‑x‑twitter‑digital‑services‑act‑2025‑02‑14)).

Musk's tenure has been marked by ambitious yet unrealized promises, such as transforming X into an 'Everything App' incorporating banking and multimedia features. Yet, these have seen delays and complications, eroding confidence among users and investors ([source](https://www.bloomberg.com/news/articles/2025‑01‑28/x‑twitter‑banking‑app‑setback‑elon‑musk)). Additionally, while new features like 'Creator Subscriptions' designed to attract content creators and re‑energize user engagement have been rolled out, they have not significantly surpassed competitive offerings from platforms like TikTok and Instagram.

The platform's toxic environment is also related to its failed content moderation policies, which have prompted major advertisers to withdraw. Notable brands such as Unilever and Nestlé have retracted their advertising due to the prevalence of far‑right content and the rise in toxic discourse, leading to an 18% decrease in advertising revenues, as outlined in.² Meanwhile, the user exodus continues, particularly from the critical 18‑to‑29 demographic, indicative of the platform's declining appeal.

Socially, the increasing presence of far‑right content and the growing perception of X as a platform for political extremism repels broader demographics, including mainstream and younger users. The platform's reputation is continually undermined by stories of operational and strategic missteps under Musk’s leadership. Despite rhetorical aspirations to growth, X continues to lag, as the struggle to maintain a healthy, engaged community becomes ever more daunting in the competitive social media landscape.

In conclusion, X's toxic environment, manifested through stagnant user growth, controversial content dynamics, and Musk’s management approach, poses severe risks to its future viability and trustworthiness. Addressing these challenges is crucial for repositioning X amidst stiff competition from more adaptive and rapidly growing platforms like TikTok and Instagram.

Elon Musk's bold vision for X, formerly Twitter, to morph into an all‑encompassing 'Everything App' has met with stark realities that betray the ambitious promises initially set forth. Despite plans to introduce features spanning short videos, messaging, and banking, X has been unable to maintain its previous user engagement levels. Statistics reveal that the platform's user base has stagnated post‑Musk's acquisition, creating a profound gap between expectations and actual outcomes. According to this report, user engagement, particularly in pivotal demographics such as the 18–29 age group, has seen a downward trajectory. This highlights a core issue where ambition hasn't equated to tangible user growth, rendering Musk's transformative aspirations unmet and signaling a misalignment with market demands.