Elon Musk’s acquisition and transformation of Twitter into “X” has dramatically shifted both the platform’s identity and user experience. Musk has introduced a range of controversial changes since acquiring the company in October 2022, with a focus on reshaping it into what he calls an “everything app.”

Key Transformations:

1. Rebranding and Expansion into X: Musk rebranded Twitter as "X," aligning with his long-standing vision of creating a comprehensive platform akin to China's WeChat, which combines social media, payments, and more in one space. The name "X" also ties to his broader ventures, such as SpaceX, showcasing Musk’s personal branding influence.

2. Leadership and Staff Overhaul: Musk’s leadership style has been marked by significant layoffs, including the departure of key executives and a reduction in workforce by more than half. He has also implemented radical changes in management style, including firing staff via public tweets and setting demanding expectations.

3. Subscription Model and Monetization: One of Musk’s major changes is the introduction of a subscription model with “X Premium” (formerly Twitter Blue). Users pay for perks like verified status, improved visibility, and expanded features. This shift represents Musk’s attempt to move away from an ad-centric revenue model to a more diversified income stream. However, the introduction of paid verification has led to concerns over misinformation, as anyone willing to pay can obtain a verification badge.

4. Content Moderation and Free Speech: Musk has positioned himself as a “free speech absolutist,” which has led to the loosening of content moderation policies on X. This has sparked criticism, as the platform saw an increase in misinformation and hate speech following these changes. While Musk argues for a more open dialogue, critics argue that the relaxed moderation has contributed to a more toxic environment.

5. Algorithm Changes and Ad Revenue Sharing: In a bid to make X more creator-friendly, Musk introduced an ad revenue-sharing program. This allows content creators to earn money based on their engagement levels, aimed at incentivizing more high-quality content creation. Alongside this, algorithmic changes have increased visibility for paid subscribers, making content promotion more reliant on monetary investment.

Impact:

User Base and Engagement: While Musk’s changes have attracted new users curious about his leadership, there has also been an exodus of some long-time users who feel the platform no longer aligns with their values. User engagement metrics have fluctuated, and advertisers have expressed concerns, with some pulling out due to the controversial shift in content moderation and platform stability.

Cultural and Political Influence: X remains a major platform for political discourse and social commentary, but Musk’s personal use of the platform for outspoken, sometimes provocative tweets has shifted its cultural tone. Musk often wades into political debates and publicly interacts with users in a direct, unfiltered manner, which has impacted how the platform is perceived in the public eye.

In summary, Elon Musk’s transformation of X (formerly Twitter) has significantly altered the platform’s operational model, user dynamics, and cultural influence. While his vision of an "everything app" has seen some innovative changes, it has also been met with resistance, particularly around issues of content moderation, monetization, and user experience.