‘Will Twitter die?’ Billionaire Elon Musk pensive April, five days before offering to buy the social media platform.
The reality goes far beyond the handful of instances of celebrities ghosting their accounts, according to an internal Twitter investigation confirmed by Reuters. I’m having a hard time. Deadline to complete his $44 billion deal to buy a company.
These “heavy tweeters” account for less than 10% of all monthly users, but generate 90% of all tweets and half of global revenue. A Twitter researcher asked, “Where have the tweeters gone?”
A “heavy tweeter” is someone who logs into Twitter 6-7 days a week and tweets 3-4 times a week.
The study also found that interest among Twitter’s most active English-speaking users has changed over the past two years, making the platform less attractive to advertisers.
Cryptocurrencies and “not safe for work” (NSFW) content, including nudity and pornography, are the top growing topics among heavy English-speaking users, the report found.
At the same time, interest in news, sports and entertainment is waning among these users. Tweets on these topics are helping Musk to hone his Twitter image as the world’s “digital town square,” as he once called it, and are also most desirable for advertisers.
Twitter did not disclose how many tweets were made in English or how much it earned from English speakers. But demographics are important to his Twitter business, according to some analysts.
The platform earned more ad revenue in the US alone than all other markets combined in the fourth quarter, according to Insider Intelligence analyst Jasmine Enberg, with most ads in the US being in English. You may be targeting speaking users. .
A Twitter study looked at how many English-language heavy tweeters were interested in a topic based on the accounts they followed, and how that number changed over the past two years.
According to the document, Twitter investigated “disturbing” trends among its users that may have been masked by the overall increase in daily active users, and made the decline in the number of its most active users more likely. Motivated by a better understanding. The study did not come to any concrete conclusions as to why the platform’s heavy users are declining.
“We regularly research a wide variety of trends that evolve based on what is happening in the world. We reached 238 million mDAU in the quarter,” a Twitter spokesperson said on Monday, using the monetizable Daily Active Users acronym, when asked to comment on the findings of internal documents. I was.
“Not safe for work” content
Research shows an increase in the number of heavy users interested in NSFW and cryptocurrency content.
Twitter is one of the few major social media platforms to allow nudity on its services, and according to another internal slide presentation seen by Reuters, the company estimates that adult content makes up 13% of Twitter. I’m here. The presentation didn’t go into detail about how the numbers were calculated.
Advertisers generally avoid controversy and nudity for fear of damaging their brands. Major advertisers such as Dyson, PBS Kids, and Forbes have confirmed that their accounts are soliciting child pornography on TwitterReuters reported in September.
In response to a September article, Twitter said it “has zero tolerance for child sexual exploitation,” and said it was investing more resources to work on such material.
Twitter’s most active English-speaking users have also increased their interest in cryptocurrencies, reaching an all-time high in the second half of 2021, internal documents show. , interest in the topic is declining and the study points out that cryptocurrencies may not be an area for growth in the future.
Current and former Twitter employees who spoke to Reuters said they feared Mr. Musk’s plans to uproot the staff he reported, calling for less content moderation.
A “catastrophic” loss
The topics that have historically made Twitter a popular platform for millions of users are now declining among its most active English-speaking users, according to the document.
Interest in world news and liberal politics surged during major events such as: Attack on the US Capitol January 6, 2021.
Twitter is also losing a “catastrophic” percentage of heavy users interested in fashion, celebrities and other celebrities. Kardashian familyThese users are likely fleeing to rival platforms such as Meta Platforms Inc’s Instagram and ByteDance’s TikTok, Twitter researchers wrote.
The survey also shows a surprising drop in interest in esports and online streaming personalities, which were previously booming on Twitter. “Large communities are now in decline,” the report said.
One Twitter researcher wrote, “There seems to be a big disconnect between the company’s values and its growth pattern I envision.”