Who is X?
Who does it think you are?
The character of a brand is not only revealed through big announcements, campaigns or positioning, but also through its interactions and journey it takes you on. X’s sign up page is an example of this. The first interaction, a brand moment often overlooked, is one that very quickly and quietly defines the relationship.
“First impressions are not what you push, or the loudest noise you make. They are what you design for.”
Observation
When you arrive at X to create an account, you are very quickly offered recommended accounts to follow. You don’t see politics, breaking news or heated debates. You see cat videos, a Moroccan fashion blogger, a positivity account and celebrity fan clubs. This is not random. It’s X’s best guess at what will make a stranger (me) feel at home. Every account shown is a signal of intent: “This is who we think you are, and this is what – or who - we believe will make you stay”.
The emotional play is clear: warmth and happiness. Cats, couscous and couture, with some smiles and fan energy for that sense of belonging. Nothing isolating, divisive or controversial. A year ago, only 4% of marketers and 38% of US citizens trusted X. So, is the version of it that many people hold in their heads (chaotic, polarising, political) outdated?
Interpretation
X is a platform birthed in argument and controversy. It appears to be trying to now correct its identity and walk a new path of trust and solidarity.
Most brands think first impressions are driven by something pushed – campaigns or media. In reality they are shaped by a structure and designed experiences. Here, X’s interface it doing the positioning. The recommended accounts are all micro-communities, and X’s loudest voice, Elon Musk, was not one of them. This is a place for the people.
By quietly rewriting its onboarding process and the accounts recommended, a new version of X is being introduced to the world.
See your signals: No brand introduction should be overlooked and the quiet matters as much as the loud. A brand introduction is always worth watching to understand its positioning and the clients it wants to acquire.
The Final Word
X could have asked for more. My contacts, my interests - and asked me to link my social profile for a social graph. This would have enabled it to build a more relevant onboarding process. None of the accounts offered felt relevant to me, a sign that relevance was being deprioritised in favour of a more universal sense of ease. For me, this is a brand watch out – trying to appeal to everyone, risks appealing to no one.
Sources:
X.com, Marketing Week, Reality Check: Twitter and X are one and the same.