“Absolute decline”. since the beginning of the epidemic. An internal Twitter report revealed by Reuters is conclusive. The California messaging service is struggling to retain its most active, business-critical users.
baptized “heavy tweets” these users log in daily and tweet three to four times a week. They represent less than 10% of the platform’s monthly users. But the economic challenge behind these accounts is great. they alone generate more than 90% of the platform’s interactions and half of the global revenue. Their numbers are now lower, but the report does not measure this decline. And despite its research, the bluebird network doesn’t identify the reasons for this decline.
Other bad news. The most active English-speaking users in 2022 do not have the same interests as in 2020. Goodbye news, sports, entertainment fade, advertiser attractive profiles. Discussions about cryptocurrencies and content in less than two years “Safe for work” (nudity or violence) have been approved on the platform. If the company is pointing to the decline in interest around cryptoassets since the crash in June and the fall in values, it is not a case of nudity. The company estimates that adult content represents 13% of recommended tweet volume.
More difficult monetization
These hot new topics are difficult for the social network to monetize, which can impact Twitter results. Advertisers shy away from controversy or exposure for fear of damaging their brand image. In September, about 30 advertisers, including Dyson and Forbes, saw their ads appear on the public profiles of more than 500 Twitter accounts that offer or solicit childish content. Then some brands decided to stop their advertising campaigns on the social network.
In response, the spokesperson of Twitter is confident. “Our total audience continued to grow to 238 million mDAU [utilisateurs actifs quotidiens monétisables] In the second quarter of 2022. And, while it’s true that the company recently saw a 17% increase in user numbers starting in 2021, it’s in a tough economic situation.
The Reuters report comes as US billionaire Elon Musk has until Friday to meet a court-mandated deadline for the Tesla chief to take over his social network under penalty of litigation. However, the information disclosed by Reuters may cause a new twist after months of economic and legal developments. The South African businessman has not yet responded.
Source: Le Figaro
I am David Wyatt, a professional writer and journalist for Buna Times. I specialize in the world section of news coverage, where I bring to light stories and issues that affect us globally. As a graduate of Journalism, I have always had the passion to spread knowledge through writing.