Twitter vs. X: Product Lessons For Startup Founders

The speakers describe Twitter’s shift from a feed based on followed accounts and topics to one shaped by predicted engagement. They say this can increase time spent while showing users material they do not value, such as fight videos, and may hurt long-term retention. They contrast this with search, where a useful result can get someone off the service quickly.

One speaker says Twitter’s “Not interested” control improved his feed, but users had to find instructions outside the app to learn how to manage recommendations. They argue that feed feedback should be easier to discover, and that products should be designed around a clear purpose, such as entertainment or connection. Twitter’s curated lists are cited as a useful way to find informed voices during events like the Ukraine war and UK politics.

The speakers trace a pattern from Facebook’s News Feed, which surfaced updates from people users chose to follow, to feeds that expanded as networks grew. They say Instagram moved from friends’ photos toward more recommended content, while TikTok began with a broad pool of content selected by algorithms. They note that a smaller social network may support stronger connections but can be harder to monetize with advertising.

They discuss how Twitter’s paid blue check changed a signal of identity and credibility into something users could buy, making it harder to know whom to trust. They also criticize adding features such as Grok without a clear connection to what users expect from the product. On naming, they argue that Twitter had a recognizable name and verb, and advise founders to choose names people can say and spell; companies can give a name meaning over time.

The speakers suggest that engagement may be high while ad revenue suffers if advertisers dislike the surrounding content. They advise founders to define who the product serves, what valuable user outcomes look like, and which apparently successful states may actually be harmful. Metrics still matter, but a single target such as time spent can lead teams toward an engagement-driven product that users regret using.