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Twitter Is Struggling to Keep Its Most Active Users According to Internal Research Documents

UTC by Tolu Ajiboye · 3 min read
Twitter Is Struggling to Keep Its Most Active Users According to Internal Research Documents
Photo: Depositphotos

An internal document has shown that the number of active users on Twitter is continuously reducing and could affect revenue.

According to information obtained by Reuters, Twitter (NYSE: TWTR) is in a bit of a bind as it is struggling to retain its most active users. The number of most active users, or “heavy tweeters” is declining, a major challenge for the social media platform.

Reuters says internal Twitter research shows that heavy tweeters post more than 90% of all tweets even though they are less than 10% of users. These “heavy tweeters” also generate half of the global revenue. However, the document obtained by Reuters shows that since the pandemic, the number of heavy tweeters on the popular microblogging platforms has been in “absolute decline”. The document defines a “heavy tweeter” as someone who logs in at least six days a week and tweets at least thrice a week.

A Shift in Interest May Affect Advertisement

Titled “Where did the Tweeters Go?,” the document also highlights a shift in the users’ topics of interest. It notes that in the last two years, most of the platform’s active English-speaking are interested in topics advertisers are less inclined to embrace. According to the document, many English-speaking Twitter users are now interested in cryptocurrency content as the sector becomes more popular. The document shows that in late 2021, crypto content hit an all-time high. However, interest in crypto has declined unfortunately since the crypto market plunged in June. The study also mentions that interest in cryptocurrencies is unlikely to rise in the future.

Furthermore, the document notes increased NSFW (Not Safe For Work) content, which includes nudity and pornography. In another document obtained by Reuters, Twitter estimates that 13% of all posts contain adult content. However, the document does not provide specifics on the estimation.

Generally, advertisers avoid controversial content, including nude posts, to distance themselves from anything related. Last month, Mazda, Forbes, PBS Kids, and Dyson all suspended Twitter marketing campaigns because their ads appeared next to child pornography content.

Tough Times Ahead for Elon Musk as Twitter Loses Active Users

Elon Musk has informed co-investors supporting his acquisition that he intends to close the buyout by Friday. Investors, including Binance, the Qatar Investment Authority, and Sequoia Capital, have all received paperwork to the effect. Musk is apparently planning to comply strictly with a deadline set by a Delaware court judge. However, reports suggest that staff are wary of the forthcoming takeover.

Twitter employees, including former and current staff, are worried about Elon Musk’s plans to reduce the platform’s restriction on permissible content. Perhaps the most worrisome part of Elon Musk’s takeover is staff retrenchment. The Tesla (NASDAQ: TSLA) CEO had told prospective investors that he intends to lay off about 75% of Twitter’s staff. This would crash the company’s employee number to a little over 2,000 from 7,500.

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