This is probably not a great sign for the ongoing reimagining of the app formerly known as Twitter.
Today, after just two years in the role, X CEO Linda Yaccarino has announced that she’s stepping down, as the platform heads into its next phase.
And her exit message is pretty indicative of her time at the platform.
As per Yaccarino:
“When Elon Musk and I first spoke of his vision for X, I knew it would be the opportunity of a lifetime to carry out the extraordinary mission of this company. I’m immensely grateful to him for entrusting me with the responsibility of protecting free speech, turning the company around, and transforming X into the Everything App.”
Okay, so to suggest that the company has been turned around in her tenure is a stretch, considering that it’s in a worse position on the ad front, is losing users, and hasn’t implemented any significant innovations. But this has been the way for Yaccarino in her time at the company, talking in superlatives about X’s grand vision, and its “everything app” plan, when in reality, not much has changed in practical use, and definitely, not for the better.
“I’m incredibly proud of the X team – the historic business turn around we have accomplished together has been nothing short of remarkable. We started with the critical early work necessary to prioritize the safety of our users – especially children, and to restore advertiser confidence.”
Again, I’m not sure what the business turnaround is exactly, and the restoration of advertiser confidence is definitely not a thing. I mean, in her time at the company, Elon told advertisers to “go f___ themselves,” which was probably the low point for the platform’s ad business, and just this week, X’s AI chatbot started praising Hitler after Elon decided to re-align its political correctness setting. So to suggest that she’s overseen a period of solidification or improvement on this front is not correct.
“This team has worked relentlessly from groundbreaking innovations like Community Notes, and, soon, X Money to bringing the most iconic voices and content to the platform. Now, the best is yet to come as X enters a new chapter with xAI.”
Community Notes was developed by the Twitter team before Elon took over, and Yaccarino has had little to do with its expanded roll-out, and that too is problematic in various ways. And in typical Elon Musk style, Yaccarino closes out her summary with a feature that doesn’t exist, the hypothetically game-changing X Money, which seems to serve no real purpose.
And then there’s the reference to xAI, a “new chapter” for the platform. Which is, what, new after the “everything app”? Since its “video first” shift?
Also, how is xAI a revolution in regards to X the app?
Yeah, this has pretty much been the way of Yaccarino at X, talking up minor changes as if they’re reinvented the wheel, and praising Musk’s whimsical decisions, while also explaining their genius to the company’s ad partners.
I’m not sure whether Yaccarino has ever truly believed her messaging on these elements, or if she’s just towed the company line, but ultimately, from an external perspective, she’s done little to improve the app’s positioning or reputation.
Or, indeed, her own standing. Yaccarino came to X after a long and successful career in TV advertising, and was a highly respected leader in the field. She leaves as more of a spin doctor, a mouthpiece who’ll say whatever she has to in praise of the company, regardless of the truth.
Maybe that’s a good thing, and it may be that Yaccarino’s internal impact has been much more significant. But from an external viewpoint, Yaccarino has been a gaslighting, misguided, ineffective representative, who seemed to have no real understanding of the platform, or social media in general.
But they got a content deal with Khloe Kardashian out of it. And Paris Hilton.
Yeah, I don’t see many positives coming from Yaccarino’s time at the app, though again, internally, it may well be that her presence has provided stability and direction in a time of significant change.
Though where Yaccarino goes next will be of interest.
