Report: Twitter Struggling to Keep 'Heavy' Users Engaged

Photo: Reuters

The Facts

  • 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.

  • 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.

The Spin

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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