X is DOWN: Site formally known as Twitter is hit with a worldwide outage

X, formally known as Twitter, is experiencing a worldwide outage.

Issues, which appeared around 9:30am ET, are impacting the app and website.

Users report posts are not loading correctly on the platform.

The site is still functioning for some users who shared their frustrations with certain features not working.

DownDetector, a site that monitors online outages, shows areas around Los Angeles, California and parts of Chicago, Illinois and New York City are experiencing issues.

Other parts of the world, including the UK, China and some European countries, are also having problems with X.

Approximately 49 percent of reported problems cite issues with the app, 41 percent with the website and 10 percent with server connection. 

What triggered the outage is unknown. 

Users have shared their frustrations on the site, noting that they cannot view posts and the ‘For You’ is not loading.

Other X members reported they are unable to ‘like’ posts. 

Elon Musk rebranded Twitter in July, months after purchasing the site in October.

X is still functioning for some users who shared their frustrations with certain features not working

Users have shared their frustrations on the site, noting that they cannot view posts and the ‘For You’ is not loading

The billionaire formally changed Twitter’s legal name to X Corp in April, but users found X.com redirected them to Twitter.com, and the blue app with the iconic white bird changed to a white X against a black over the summer.

The rebrand was not a fan favorite, leaving many users yearning for their ‘beloved’ Twitter with a logo designed to post thoughts based on ‘a little birdie told me.” 

Users feel the aesthetics are ‘ugly,’ the new logo ‘sucks,’ and the change ‘feels meaningless and ego-driven.’

Some users hated the rebrand so much that a Change.org petition had been started to ‘bring back the Twitter blue bird logo.’

One user suggested Musk rebranding to ‘Twitter – Powered by X’ to make all parties happy.

Zach Dioneda, VP of brand marketing at fintech company Public.com, told BBC that people can take rebrands personally.

‘There’ll be people that feel as if it is an affront to them as a loyal user,’ he said. ‘People don’t love change.’

Maggie Sause, director of go-to-market strategies at New York-based branding agency Red Antler, said people tend to become emotionally invested in brands.

‘It’s almost like we’re saying, ‘How dare you make this decision without consulting me?’ It can feel almost like an act of betrayal,’ she said.