Twitter is struggling to hold the attention of its most committed users, a report claims. Since the start of the COVID pandemic, Twitter's "heavy tweeters" have been dwindling and using the network less regularly.
Ninety percent of all tweets are produced by these individuals, who make up about 10% of Twitter's monthly users and tweet three to four times per week on average. They also account for half of the social media company's global revenue.
Internal Twitter research indicates that the reality is much more widespread than the few instances of celebrities ghosting their own accounts. The fact that Twitter is having trouble retaining its most active users, who are crucial to the company, highlights the difficulty facing Tesla's CEO as he works to finalize his $44 billion acquisition purchase. The most active English-speaking Twitter users' interests have changed over the past two years, according to the study, which may make the site less appealing to marketers.
The survey revealed that among English-speaking heavy users, interest in cryptocurrency and "not safe for work" (NSFW) content, which includes nudity and pornography, is expanding at the fastest rate. At the same time, those consumers' interest in news, sports, and entertainment is dwindling. Tweets about those subjects are the most appealing to advertisers, contributing to Twitter's reputation as the world's "digital town square," as Musk famously put it.
Twitter declined to disclose the percentage of tweets that are in English or the revenue generated by English-speaking users. However, other observers assert that demography is crucial to Twitter's operations. According to the platform's investor letter, the United States accounted for more of the platform's ad revenue in the fourth quarter than all other markets combined. The majority of ads in the United States are probably directed at English-speaking users, according to Insider Intelligence analyst Jasmine Enberg.
According to the accounts they followed, Twitter's study looked at how many users were frequent heavy tweeters in English and how that number had changed over the previous two years.
In order to better understand the reduction in the company's most active users, Twitter was driven to look into "disturbing" user trends that may have been concealed by the overall rise in daily active users. The survey drew no particular conclusions regarding the reasons for the platform's diminishing heavy users.
Asked to comment on the internal documents' findings, a Twitter spokesperson said on Monday: "We regularly conduct research on a wide variety of trends, which evolve based on what's happening in the world. Our overall audience has continued to grow, reaching 238 million mDAU in Q2 2022," the spokesperson said.
