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Twitter losing most active users: Internal documents

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This illustration photo from October 12, 2022 shows the Twitter logo on an iPhone mobile device.

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“teeth twitter die? “billionaire Elon Musk I pondered in April, five days before offering to buy the social media platform.

The reality goes well beyond the handful of instances of celebrities ghosting their accounts, according to internal Twitter research confirmed by Reuters. I’m having a hard time. It highlights the challenges facing Tesla’s chief executive, who is nearing the deadline for signing a $44 billion deal to buy the company.

These “heavy tweeters” make up less than 10% of the total monthly users, but generate 90% of all tweets and half of global revenue. Heavy tweeters have been in an “absolute decline” since the pandemic began, Twitter researchers wrote in an internal document titled “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 U.S. alone than all other markets combined in the fourth quarter, according to Insider analyst Jasmine Enberg, with most U.S. ads being in English. Likely targeting speaking users.Intelligence.

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 a “disturbing” trend among its users that may have been masked by an overall increase in daily active users, resulting in a decline in the number of the company’s most active users. Motivated by a better understanding of The study did not come to any concrete conclusions as to why the platform’s heavy users are declining.

A Twitter spokesperson who was asked to comment on the internal document’s findings said on Monday: Her mDAU in Q2 2022,” the spokesperson said, using the monetizable Daily Active her user acronym.

“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 service, and according to another internal slide presentation seen by Reuters, the company estimates that adult content makes up 13% of Twitter. . 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 suspended their ads due to accounts soliciting child pornography on Twitter. Reuters reported in September.

In response to September’s story, Twitter said it has “no tolerance for child sexual exploitation” and is investing more resources into working with 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 the attack on the US Capitol on January 6, 2021. He has recovered, the report said.

Twitter is also losing a “catastrophic” percentage of heavy users interested in fashion and celebrities such as the Kardashians. These users are likely fleeing to rival platforms such as Meta Platforms’ Instagram and ByteDance’s TikTok, Twitter researchers wrote.

The survey also shows a surprising decline in interest in esports and online streaming personalities, previously booming on Twitter. “Big communities are now in decline,” the report said.

One Twitter researcher said, “There seems to be a big disconnect between the company’s values ​​and its growth pattern as I envision it.

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