On October 28, 2022, Elon Musk took the helm of an unprofitable Twitter with a bold acquisition at USD 44 million. As the renowned tech mogul and visionary entrepreneur Musk seeks to recoup his investment, his strategies have stirred significant debate. Musk’s blueprint for turning the tide at Twitter included not only mass layoffs and stringent work hours (up to 12 hours a day with no rest days) but also the controversial idea to monetize the ‘blue tick’ verification at a monthly fee of USD 8, approximately Rs 650.
This payment plan for the blue tick verification faced immediate backlash due to the rise of fake accounts receiving the ‘Verified’ badge. Industry analysts suggest that Musk’s aggressive maneuvers could have long-lasting repercussions for the social media titan, potentially driving it into further uncertainty.
In the midst of this upheaval, Twitter boasts about 23.6 million users in India as of January 2022, according to Statista. However, the financial contribution from Indian users remains minuscule. For instance, Twitter’s registered entity in India recorded a revenue of Rs 86.39 crore in FY21, a mere 0.23% of the global share. Despite an 82% revenue increase to Rs 156.75 crore in FY22, the Indian entity still faced a net loss of Rs 31.84 crore that year.
Amid this backdrop of constant headlines and tumultuous changes, engaging with Naina Redhu, arguably India’s first Twitter user, offered profound insights. Redhu, who joined the platform 16 years ago, offered a candid reflection on her journey and her take on Musk’s sweeping changes to Twitter.
**How Did Your Twitter Journey Begin?**
“I signed up in 2006 when Twitter was still TWTTR,” Naina revealed. “I was working in Mumbai, deeply fascinated by the burgeoning internet culture and the global blogging trend, even though it hadn’t caught on in India yet. I launched my first blog in 2004 and was immersed in the online developments.”
**A Walk Down Memory Lane: Early Impressions**
“I recall vividly how curious I was upon joining. A small group seemed to know each other, all based in Palo Alto, California, planning meetups for coffee or pizza. I longed for a similar connection in Bombay but found none. It made me suspect the platform was only intended for a U.S. audience.”
**Affirmation of Being the First Twitter User in India**
“Someone once suggested I might be the first Indian on Twitter,” she reminisced. “I explored an article listing the first 140 Twitter users and found no Indian names. I blogged, questioning if I was indeed the first, and many responded affirming they couldn’t find any earlier Indian user.
. Despite the lack of thorough investigation, this notion stuck.”
**Evolution of Twitter from 2006 to 2022**
“Significant shifts have occurred. One notable change was expanding the character limit from 140 to 280. It altered Twitter’s core essence of brevity and forced creativity,” Naina noted. “I also miss the ‘Fail Whale’ graphic which signaled server crashes, sparking a camaraderie among users.”
She spoke nostalgically about the community-centric nature of early Twitter. “Tweet-Ups” were common then, where users met in person, fostering authentic connections. The current platform, she emphasized, is heavily politicized and often embroiled in controversies, diluting the original community spirit.
**Elon Musk’s Twitter Takeover: Thoughts on the Subscription Fee for Verification**
Naina expressed uncertainty. “Screenshots indicated two badges, a blue tick and an ‘Official’ tag. The initial USD 8 fee was for Twitter Blue, offering fewer ads and additional features, but I don’t see the value in paying to see fewer ads. Musk’s experimental approach resembles early Twitter but his polarizing effect makes it a contentious move.”
**Future of the Blue Tick and Subscription Model**
“When questioned if USD 8 per month for a blue tick fee is justified, Naina admitted, “I’m uncertain. Thus far, the blue tick authenticated real accounts and maintained credibility. Its future definition remains hazy.”
**Changes Under Musk’s Reign**
“Twitter used to be bustling with innovation, a platform for user feedback. Musk’s approach could either revitalise or derail that spirit. Though I haven’t used Twitter much lately, I’m intrigued by the potential directions it might take under Musk,” she reflected.
**Edit Button Controversy**
“There’s talk of integrating an ‘edit’ button, yet after 16 years without one, I won’t be paying for it,” Naina stated firmly.
**Would the Subscription Plan Succeed in India?**
Naina was skeptical. “I wouldn’t subscribe. Much like my Spotify premium account eliminates ads, payment should offer significant value. Twitter doesn’t enrich my life enough to justify the expense. Even if other platforms adopted similar models, Twitter’s ad algorithm itself needs considerable improvement.”
**Exploring Alternatives**
Naina has tried platforms like Koo and Mastodon but remains unconvinced of their potential to usurp Twitter. “Twitter’s unique loyalty and extensive reach, unless severely disrupted by Musk’s missteps, remain unmatched. Trending conversations around Twitter’s next phase have been more engaging than ever, sparking keen interest.”
Conclusively, while Naina Redhu’s journey underscores the vast changes Twitter has undergone, Elon Musk’s stewardship marks a critical juncture filled with challenges and possibilities for the platform’s future.
