An interview with X CEO Linda Yaccarino on having “autonomy” under Elon Musk, planning to add video calls, payments between users, brands returning, and more

- X CEO Linda Yaccarino explained to CNBC on Thursday why the company decided to get rid of its Twitter branding.

CNBC 2023-08-11 Rohan Goswami

Context & Ripple Effects

This interview captures X's early attempt to pair a new identity with a broader product and business narrative. Related coverage later showed that the roadmap also included testing premium tiers with different ad loads, making clear that X was exploring more than one route beyond conventional advertising.

The story also establishes the management premise behind that strategy: Yaccarino said she could operate autonomously under Musk. That premise became consequential as later coverage documented Musk undermining efforts to repair X's business, sharpening the question of who could deliver the platform's commercial reset.

First-order effects

X publicly signals a product roadmap that would add video calls and user-to-user payments, expanding its stated role beyond a text-and-feed social service.
The rebrand and the company's claim that brands are returning give advertisers and users an immediate narrative of stabilization, though the report does not establish the scale or durability of that return.

Second-order effects

A payments feature, if launched, would create a second potential commercial relationship with users alongside advertising and subscriptions; video calling would likewise increase the range of reasons to remain inside X.
The later move to premium plans differentiated by ad exposure indicates that product expansion and monetization experiments could proceed in parallel, rather than relying on advertiser recovery alone.

Third-order effects

The episode points to a platform-model shift in which social networks seek to bundle communications, transactions, and premium access around a single user account—though execution, not the announced roadmap, determines whether that bundling changes market structure.
X's ability to pursue that model depends on a durable division of authority between its owner and CEO. The later reported management conflict suggests leadership credibility can become a constraint on advertiser and partner confidence.

The trend: Social platforms are testing broader, multi-revenue ecosystems as dependence on advertising alone becomes less reliable.

Discussion

@oliverdarcy Oliver Darcy on threads
Linda Yaccarino is living in a world of delusion. The Twitter/X figurehead on Thursday made a number of wild — and laughable — claims about the Elon Musk-owned company where she holds the title (at least on paper) as chief executive, seemingly unaware of the grim state of affair…
@reed_galen_lp Reed Galen on threads
Still amazed by how quickly (and for how little) people will sell their souls and integrity.
@profgalloway Scott Galloway on threads
Linda Yaccarino says she has autonomy under Elon Musk. And I have a pink unicorn.
@moskov Dustin Moskovitz on threads
I disagree with Aaron - FAR fewer users are being exposed to toxic posts. Many folks have broken their addictions and signed out entirely. Total harm is way down.
@aaron.rupar Aaron Rupar on threads
Linda Yaccarino on CNBC: “By all objective metrics, X is a much healthier and safer platform than it was a year ago.” (This is a lie.)
@renee.diresta Renee DiResta on threads
“Lawful but awful” posts on X are labeled, de-amplified and de-monetized, according to Yaccarino. “99.9% of all posted impressions are healthy.” (Per Steve Herman, who covered her comments in a Mastodon thread) This is what “freedom of reach” was supposed to entail, even as Elo…
@seesmith.bsky.social SeeSmith on bluesky
boo Visa and Coca-Cola were named as two that returned 👎👎
@rmac18 @rmac18 on x
Weird to see Twitter's CEO claim “freedom of speech, not reach” is a “new” thing. This idea has existed for years at Twitter from the labelling of policy violating tweets, which can decrease engagement, to putting negative replies behind interstitials. https://twitter.com/...
@sarafischer Sara Fischer on x
In her first television interview since taking over as CEO of “X,” Linda Yaccarino said advertisers are returning to the platform and that in terms of profitability, “we're pretty close to break even.” https://www.axios.com/...
@elonmusk Elon Musk on x
This platform is by far the best way to reach world leaders, CEOs and the cognoscenti in general
@rmac18 @rmac18 on x
Dec 2022: We suspended Kanye West for tweeting a swastika. Aug 2023 ,after welcome Kanye back: “Deciding certain people are good or bad is not a universal thing, because there are some people who disagree with us and our individual opinions.” https://twitter.com/...
@justinbaragona Justin Baragona on x
Twitter/X CEO Linda Yaccarino: “By all objective metrics, X is a much healthier and safer platform than it was a year ago.” [video]
@rmac18 @rmac18 on x
Just because Musk/Yaccarino claim its new doesn't mean it is and there are plenty of past examples. Remember when Twitter prevented engagement and retweets on some of Trump's tweets but allowed them to remain online for the public interest? https://www.buzzfeednews.com/ ...
@raywert Ray Wert on x
When your CEO can't even stop calling them “tweets,” you might want to rethink your decision to rebrand your platform.
@atrupar Aaron Rupar on x
Yaccarino downplays Elon's toxic posts: “The platform is not about a particular person's tweets.” [video]
@atrupar Aaron Rupar on x
Linda Yaccarino on CNBC says this platform's rebranding represents “a liberation from Twitter.” [video]
@melspence2 Mel Spence on x
Close to breakeven in the same way the Moon is in close orbit of the Earth
@erinkwoo Erin Woo on x
Linda Yaccarino said ad revenue was growing as some advertisers return. That said: Ad buyers say many advertisers who resumed aren't spending at prior levels. also, Yaccarino on her job: “the most fortunate seat that anyone gets to sit in” w @sizpatel https://www.theinformation.c…
@yourneighbor57 @yourneighbor57 on x
The hate speech here is out of control. Ongoing targeting of LGBTQ people with vile slander, racist harassment, and historic antisemitic tropes and slurs. When I report them, I get the “doesn't violate terms of service” email. The whole X brand is tainted. https://www.cnbc.com/..…
@sirbaby6 SirBaby on x
Masked ISIS Hostages: “We Are Being Absolutely Pampered Out Here.” https://www.cnbc.com/...
@mrmv84 Moose on x
Yeah okay. If she has to say it, it probably means she doesn't have it. Reminds me of regional bank CEOs who felt need to tell customers their money is safe. https://www.cnbc.com/...
@xdaily @xdaily on x
RECAP: Here's a full summary of X CEO Linda Yaccarino's interview with CNBC - covering the rebrand from Twitter, her partnership with Elon, bringing back advertisers to the platform, and X's closing in on profitability Why did X rebrand? - Linda points out Elon has been talking..…
@daveleebbg Dave Lee on x
Advertisers are returning (June edition) https://www.wsj.com/...
@daveleebbg Dave Lee on x
Advertisers have returned! (May edition) https://www.marketwatch.com/ ...
@katebevan Kate Bevan on x
Why on earth would you add video calls to this hellsite when Zoom, Teams, Google Meet and God knows how many other collaboration products exist? Focus on getting rid of the Nazis, Linda.
@junlper @junlper on x
twitter CEO linda yaccarino did a television interview today about it's rebrand to X and she said that “3 out of 4 users approve of the rebrand” lol
@stevekopack Steve Kopack on x
The policy now appears to be that if content posted on Twitter is “lawful but awful” it's most likely not going to get taken down. (Of course Twitter is a private company and has the ability to take down anything it wants.) https://www.cnbc.com/... [image]
@patrickcoffee Patrick Coffee on x
The CEO also demurred on a potential cage match between Musk and Meta founder Mark Zuckerberg. If it does happen, Yaccarino said, “Elon is training,” emphasizing that a potential cage match would be a “great brand sponsorship opportunity.” https://www.cnbc.com/...
@danprimack Dan Primack on x
.@lindayaX says “We're close to break-even.” Then again, Musk also said that five months ago...
X for Business Élyana Thierry on x
A new level of control for X advertisers
@lindayax Linda Yaccarino on x
This announcement completely reinforces our commitment to brand safety. X has built all its advertiser controls and third-party partnerships in just the last 9 months. THANK YOU to our teams and our partners! More progress to come 💪
@xbusiness @xbusiness on x
X remains committed to brand safety and we continue to build more controls for advertisers. Today, we're thrilled to announce our extended partnership with @integralads to provide additional pre-bid brand safety & suitability solutions to help advertisers achieve their unique...
@elyanathierry &EACUTE;lyana Thierry on x
Today, I'm thrilled to announce our extended partnership with @integralads to provide additional pre-bid brand safety & suitability solutions. Later this month, we are expanding capabilities of Adjacency Controls to help all advertisers achieve their unique suitability needs in..…

Chronicles