Two days before the end the purchase agreement of Twitter by Elon Musk, 44 million dollars through, a report on the state of the social network has been released. advanced by Reuters, the document’s conclusions are not too good for the company. Twitter is bleeding users. And what is worse, of those who are most interested and report the most income to the accounts.
The mantra of “Twitter is dying” has been resonating for a long time, Logically it is not something that has ended up happening, but the crises within the company have always resonated. Identity, credibility or financial crises. But now it seems that the abyss is a little close.
According to the leaked report, Twitter fails to keep its most loyal users. The heavy tweeters, the strong arm of the social network, have the overtones of the great millionaires of the planet. They represent 10% of platform users, but generate 90% of the content. As a consequence, they are the ones that attract the most income through advertising. Now they are simply in danger of extinction. It is not clear if they have simply grown tired of their intense activity or have migrated to other platforms.
Whatever the case, it is an issue that worries the social network. Revenue – which Elon Musk has promised to double in the next results if he ends up acquiring the company – is a very sensitive point for Twitter. He has been trying to be profitable for a long time or, at least, have a more sustainable expense regarding his activity. The loss of advertisers, who would migrate to other platforms – TikTok, for sure – would be a death sentence for the technology company.
The study, which focuses on the group of English-speaking users, does not specify the revenue figures for each of them. But there is one thing that is clear: the English-speaking population is one of the most important –the median income in the United States from advertising is higher than in any other region– and represents the bulk of advertisers’ interests. Only the United States obtained more income than the rest of the countries combined.
Not only are they gone, trends are also changing
The report also reveals other data that is of concern in Twitter circles. Despite the fake news crises, the social network has always focused on three pillars: news, sports and entertainment. Now, simply, those issues are no longer liked. And, again, another stick in the wheels of technology: these are precisely the issues that advertisers most want to adhere to.
What occupies the most attention of the users who remain on Twitter? The content “not safe for work”. A euphemism to talk about porn and nudity. That it is not something that should catch the platform by surprise. It is the only one that allows explicit content; which is why it has served as a launch pad for many Only Fans content creators. In fact, 13% of the content on the platform refers to this segment of interest.
Along with sexual content, there has been a palpable growth of everything related to the world of cryptocurrencies. At the end of 2021, the peak of most interest was highlighted.
A catastrophe for the social network, which not only loses active users, it is also denoting that influencers are no longer interested. And with them, the great communities. The assault on the Capitol, in 2021, was the last moment in which Twitter positioned itself as the epicenter of information for users. Since then, they have not managed to recover the shine of yesteryear. Together with Elon Musk’s announcement to lay off 75% of the workforce, everyone points out that the content – already seriously injured – will be directly affected.