Report: Twitter Struggling to Keep 'Heavy' Users Engaged

    Report: Twitter Struggling to Keep 'Heavy' Users Engaged
    Updated Oct 26, 2022
    Image credit: Reuters


    • According to internal company research, Twitter is reportedly struggling to maintain engagement among its self-described “heavy tweeters” — a major challenge to the success of SpaceX and Tesla CEO Elon Musk who is set to purchase the platform.[1]
    • A “heavy tweeter” is someone who logs in six or seven days a week and tweets at least three times during that week, according to the documents. These users account for less than 10% of overall monthly users but generate 90% of all tweets, bringing in half the company’s global revenue.[2]
    • Having long relied on engagement with popular topics, including world news, liberal politics, fashion, and celebrity lifestyle, Twitter now faces a decline of English-speaking users who are probably defecting to Instagram and TikTok for those topics.[3]
    • Cryptocurrency and content that’s “not safe for work” (NSFW), including content with nudity, are the highest-growing topics of interest — affecting advertisers who want to avoid damaging their brands.[4]
    • A Twitter spokesperson issued a statement saying, "Our overall audience has continued to grow, reaching 238 million mDAU [monetizable daily active users] in Q2 2022."[5]
    • Musk’s $44B deal to purchase Twitter will close this week or the company’s lawsuit over his attempt to back out of the sale will continue. One of Musk’s original reasons for wanting to terminate the sale was a disagreement over the number of real users versus spam accounts.[5]


    Narrative A

    Twitter has its blemishes, as do most other social media platforms, but it’s not inherently evil. If you utilize the right features, Twitter is the best way to consume news and exchange ideas. There’s potential for it to also be profitable, which Musk knows as he pursues this landmark acquisition.

    Narrative B

    Twitter’s future is bleak. It’s not amusing anymore and seems designed to spread misery and cause outrage over the banalest aspects of life. If Musk closes his sale, he’s going to have his hands full to keep this dying platform from its demise.

    Nerd narrative

    There is a 50% chance that Elon Musk will become CEO of Twitter before 2025, according to the Metaculus prediction community.

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