The Twitter.com era is officially over
After years of gradual rebranding, X Corp. has officially retired the twitter.com domain. As of November 10, 2025, logins, security keys, and many embedded links now fully redirect to x.com.
While the move has been expected, many brands and marketers are discovering new issues with login access, link tracking and brand consistency. Here’s what’s changed — and how to keep your marketing ecosystem running smoothly.
What Changed
- As of November 10, all major Twitter.com endpoints have migrated to X.com, including login, authentication and referral URLs.
- Users relying on hardware security keys or passkeys for two-factor authentication had to re-enroll under X.com before the cutoff to maintain access.
- X Corp. describes this as a technical migration, not a security event, but its impact reaches far beyond logins.
- Many brand accounts and website integrations are now redirecting or displaying legacy twitter.com links, creating inconsistencies in branding and analytics.
Why This Matters
- Link tracking disruption: Analytics tools and social referral reports may now miscategorize traffic like x.com or “unknown” instead of twitter.com.
- Brand consistency: Older content, campaigns and ad creatives still using twitter.com URLs or “Follow us on Twitter” messaging now feel outdated.
- Access issues: Teams that didn’t re-enroll passkeys before the cutoff may be temporarily locked out or forced to reset access.
- SEO and redirect strain: Widespread 301 redirects could impact historical referral data and slow page load for embedded links.
- Public confusion: Many users still search for “Twitter” or expect the old URL — creating a temporary mismatch between brand recognition and platform naming.
How to Navigate the Change
- Audit and update your links: Replace all twitter.com URLs in your website’s footers, ad campaigns and emails with x.com equivalents.
- Review analytics filters: Adjust UTM parameters and referral tracking to capture x.com traffic properly.
- Re-check team access: Ensure all team members have re-enrolled 2 FA credentials under the new domain.
- Refresh brand mentions: Update “Follow us on Twitter” copy to reflect X’s new naming and URL structure.
- Monitor redirects: Track performance for older twitter.com links — fix any broken or slow redirect chains.
- Communicate the change: Let your audience know your handle and links still work under X.com to avoid confusion.
What’s Next
- Expect full x.com adoption across API integrations, developer tools and ad dashboards in the coming months.
- Watch for updates to third-party social listening and scheduling platforms, many of which are still adapting to the new domain.
- Keep an eye on referral and SEO reporting as redirect chains stabilize and historical data normalizes.
- Consider a brand refresh that reflects X-evolving identity while maintaining continuity for legacy audiences.
Takeaway
The switch from twitter.com to x.com is more than a rebrand — it’s a technical and marketing shift that touches everything from analytics to access. Now that the migration is complete, review your assets, update your tracking and make sure your brand presence is ready for the new X ecosystem.