Musk’s ambitious changes to X face reality checks, leading to a gradual shift back to traditional Twitter features

Elon Musk’s acquisition of Twitter in October 2022 and its subsequent rebranding as X marked the beginning of a radical transformation aimed at reshaping the platform into a multi-faceted app encompassing social media, messaging, banking, shopping, and more. However, 16 months into his ambitious overhaul, Musk faces the challenging realities of managing a social media giant, resulting in a series of rollbacks and changes that signal a shift towards the original Twitter ethos.

Among the adjustments, Musk reconsidered the exclusive use of dark mode as the platform’s default colour scheme, a move that deviated from his initial vision. Similarly, the restoration of headlines to links, reversing a previous decision aimed at enhancing aesthetics, indicates a return to user-friendly practices familiar to Twitter users.

More significant steps towards traditional content moderation have been taken, highlighting the complexities of running a platform like X. The announcement of hiring 100 content moderators for a new “Trust and Safety centre of excellence” in Austin, Texas, albeit a fraction of the workforce cut post-acquisition, represents a nod to the indispensable role of content moderation in social media. This move, particularly in the context of increasing market pressures and looming government regulations, underscores a gradual yet unmistakable return to the foundational elements that made Twitter a trusted and safe platform.

Former Twitter employees and content moderation experts view these changes as inevitable, pointing out the practical limitations to Musk’s idealistic innovations. The challenges encountered in maintaining a safe, usable service without a robust trust and safety team have been laid bare, serving as a “case study” for the importance of diligent content moderation.

The task of rebuilding the trust and safety team, especially after Musk’s controversial actions, including his unfounded allegations against former head of trust and safety Yoel Roth, presents another hurdle. The scepticism and reluctance among professionals in the field to associate with Musk’s management further complicate efforts to re-establish a credible moderation framework.

As Musk navigates these challenges, the evolving landscape of X serves as a testament to the complex dynamics of social media management. The return to traditional Twitter features and practices may not only appease long-time users but also reflect a broader recognition of the critical balance between innovation and the need for a safe, reliable platform.