Internal research should show that Twitter’s most valuable users are leaving the platform in large numbers.
After several months of struggles, Elon Musk seems to buy the social network Twitter this week. But where it has been clear for some time that the agreed price of $42 billion is too high for the platform, new research should underline that once again.
Reuters news agency was able to view internal documents that should show that ‘heavy tweeters’ have fallen sharply on the platform since the start of the pandemic. Twitter defines power users as people who log into the platform six to seven days a week and tweet three to four times a week.
They are an essential group because while they make up less than 10 percent of monthly users, they generate as much as 90% of tweets and about half of Twitter’s revenue, the documents say.
The shift can therefore have important consequences for advertising revenue. In addition, Twitter’s research shows that the interests of (English-speaking) users on the platform are shifting. Whereas previously, it concerned the more ad-friendly news, sports and entertainment topics, many users now lean towards content around cryptocurrencies and porn.
And that’s exactly what many advertisers want nothing to do with. In a statement, a spokesperson said that Twitter generally continues to attract users.
