Social Media Rebrands: The Failure (X), the Insipid (Meta), and the Success (Instagram)

Mark Baldwin, CEO of digital marketing agency Baldwin Digital, weighs in on some of the most talked-about social media platform rebrands in recent history — and what they reveal about the power and pitfalls of reinventing your brand.

Social media platforms, like any business, evolve — and so do their identities. Rebrands are often driven by factors such as:

• Ownership changes

• Internal restructuring

• Market pressure or innovation

• A need to shake off controversy

• The push to appeal to younger, savvier users

But do all rebrands land with users the way the brands intend?

Let’s take a closer look at three of the most notable rebrands — one bold but flopped, one forgettable, and one that quietly nailed it.

X: A Rebrand Without Buy-In

The most high-profile — and arguably most controversial — social media rebrand was Twitter’s transformation into X in July 2023. Under Elon Musk’s leadership, the rebrand marked a significant shift, not just in name but in strategy.

“You can’t erase cultural relevance overnight,” says Baldwin. “And with Twitter, that’s exactly what they tried to do.”

Despite more than 350 million users at its peak and the platform becoming synonymous with the verb “tweet,” Musk pushed forward with the new identity.

But did it work?

Not quite. A survey two months post-rebrand found that 69% of US users refused to call it X. And even into 2024, major news outlets and the public still largely refer to the platform as “Twitter.”

“When your audience rejects your name change, it’s not just stubbornness,” Baldwin explains. “It’s a signal that you haven’t communicated the value of the shift.”

From a brand perspective, X has struggled to retain identity, relevance, and user confidence — making it a textbook example of how not to rebrand.

Meta: The Rebrand No One Noticed

Next up is Facebook’s shift to Meta, announced in 2021 amid growing scrutiny and fallout from the Cambridge Analytica scandal.

The rebrand was an attempt to reposition the company as a pioneer of the future-facing metaverse, distancing itself from a bruised reputation and aiming to stake a claim in digital innovation.

“There was definitely an element of damage control,” Baldwin suggests. “But it was wrapped in a futuristic fantasy.”

While the concept of the metaverse was buzzy, the rebrand didn’t seem to stick with users.

“Let’s be real — no one says, ‘I saw it on Meta,’” Baldwin adds. “It’s still Facebook in people’s minds.”

Rather than rebuilding trust or shifting perception, Meta’s rebrand became a corporate shell — a new name without a new identity, lacking the engagement and traction it needed to resonate.

Instagram: The Quiet, Clever Win

When Instagram rebranded in 2016 with its now-iconic minimalist camera logo, reactions were mixed. Some users were outraged, others delighted, and many just… confused.

But it worked.

“A strong rebrand should spark conversation — and Instagram’s did exactly that,” Baldwin says.

The updated visual identity felt modern, digital, and forward-facing, even if it took a moment to settle in. It aligned with the app’s expanding capabilities beyond just filtered photos — into Stories, Reels, e-commerce, and more.

“Unlike X and Meta, Instagram didn’t try to change who they were. They evolved visually to match what they had already become,” Baldwin notes.

The result? A sleek, recognizable brand that feels native to today’s digital ecosystem.

What Can We Learn From These Rebrands?

Whether it’s a global platform or a local startup, rebranding is never just about a new name or logo. It’s about storytelling, strategy, and user connection.

“The successes and failures of these giants offer a clear takeaway,” Baldwin says. “Your audience defines your brand, not your boardroom. If they’re not on board, the rebrand fails — no matter how clever the concept.”

When advising clients at Baldwin Digital, Baldwin emphasizes:

• Align your rebrand with real change

• Prioritise user trust and familiarity

• Communicate the “why” behind the shift

• Evolve visually and meaningfully

Final Thought

Rebranding is a powerful tool — but also a risky one. As X, Meta, and Instagram prove, success lies not just in design, but in how deeply a brand understands and respects its audience.

{Source: Bizcommunity}

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