According to a Reuters report, "heavy tweeters" account for less than 10% of total monthly users, but generate 90% of all tweets and half of global revenue.
The reality goes far beyond the handful of examples of celebrities who portray their accounts as ghosts, according to Twitter's (TWTR.N) internal Reuters survey. It's struggling to keep up, highlighting the challenges Tesla's (TSLA.O) chief executive faces as he nears a deadline to complete a deal to buy the company for $44 billion. .
These "heavy tweeters" account for less than 10% of total monthly users, but generate 90% of all tweets and half of global revenue. Since the pandemic began, frequent tweeters have "absolutely declined," Twitter researchers wrote in an internal document titled "Where Have the Tweeters Gone?"
A “heavy tweeter” is someone who logs into Twitter 6-7 days a week and tweets 3-4 times a week.
The study also found that interest among Twitter's most active English-speaking users has changed over the past two years, potentially making the platform less attractive to advertisers.
According to the report, cryptocurrencies and unsafe workplace (NSFW) content, including nudity and pornography, are the top topics of growing interest among heavy English-speaking users.
At the same time, these users are losing interest in news, sports and entertainment. Tweets on these topics, which helped Musk polish his Twitter image as what he once called the world's "digital marketplace," are also the most sought-after by advertisers.
Twitter did not disclose how many tweets were made in English or how much it earned from English speakers. But some analysts say demographics are important to his Twitter business.
According to Insider Intelligence analyst Jasmine Enberg, the platform generated more ad revenue in the US alone than all other markets combined, according to a fourth-quarter investor letter. advertisements are likely to target English-speaking users.
A Twitter study looked at how many frequent English-language Tweeters expressed interest in a topic based on the accounts they followed, and how that number changed over the past two years.
According to the document, Twitter investigated "worrisome" user trends that may have been masked by the overall increase in daily active users and identified the company's most active users. He said he was motivated to better understand the declining numbers. The study did not come to any concrete conclusions as to why the number of heavy users of the platform is declining.
When asked to comment on the internal document's findings, a Twitter spokesperson said on Monday, "We regularly conduct research into various trends that are evolving based on what is happening in the world. Our total viewership continues to grow, reaching 238 million mDAU in Q2 2022,” the spokesperson said of the monetizable Daily Active User acronym. said using.
“Not safe for work” content
Research has found an increasing number of heavy users interested in NSFW and cryptocurrency content.
Research has found an increasing number of heavy users interested in NSFW and cryptocurrency content.
Twitter is one of the few major social media platforms to allow nudity on its service, and according to another Reuters internal presentation, the company estimates that adult content accounts for 13% of Twitter. The presentation did not elaborate on how it was calculated.
Advertisers generally avoid controversy and nudity for fear of damaging their brand. Major advertisers such as Dyson, PBS Kids and Forbes have stopped advertising in response to accounts soliciting child pornography on Twitter, Reuters reported in September.
In response to a September article, Twitter said it "has zero tolerance for child sexual exploitation" and said it is investing more resources to work on such material.
Twitter's most active English-speaking users have also increased their interest in cryptocurrencies, hitting a record high in the second half of 2021, internal documents show. However, interest in the topic has waned since the crash of cryptocurrency prices in June, with research suggesting that cryptocurrencies may not be an area of future growth.
Current and former Twitter employees who spoke to Reuters said they feared Mr. Musk was calling for less content moderation and reporting plans to embarrass employees.
A “catastrophic” loss
The topics that have traditionally made Twitter a popular platform with millions of users are now in decline among its most active English-speaking users, documents show. I'm here.
The topics that have traditionally made Twitter a popular platform with millions of users are now in decline among its most active English-speaking users, documents show. I'm here.
Interest in world news, not just liberal politics, peaked during major events such as the attack on the US Capitol on January 6, 2021. However, the category has lost the most heavy users since then and shows no signs of recovery, the report said.
Twitter is also losing a "catastrophic" percentage of frequent users interested in fashion and celebrities like the Kardashians. These users are likely to move to competing platforms such as Meta Platform (META.O)'s Instagram and ByteDance's TikTok, Twitter researchers wrote.
The survey also shows a surprising decline in interest in esports and online streaming personalities, which were previously booming on Twitter. "Large communities are now in decline," the report said.
"There seems to be a big gap between what I envision for the company's values and its growth pattern," wrote one Twitter researcher.
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