Is it just me or has Twitter been a little dead since the pandemic? Personally, I know I’ve broken the hearts of my 500 followers over my decision to ditch tweeting in favor of simply retweeting hot takes I wish I wrote. Turns out I might not be alone there.
Internal documents seen by Reuters confirmed that Twitter is struggling to retain “heavy users” who generate 90 percent of tweets and half of the global revenue but account for less than 10 percent of all monthly users.
A Twitter internal document titled “Where did the Tweeters Go?” warns that heavy users are in “absolute decline” since the COVID-19 pandemic. The document suggests that advertisers may lose interest in the platform because NSFW content is on the rise alongside cryptocurrency spam in Twitter’s most active English-speaking markets.
This report comes just ahead of Elon Musk’s Friday deadline to close his $44 billion deal to buy Twitter, a deal he fought in court but proceeded with after relevant text messages were shared as part of the trial.
No specific conclusions were drawn as to why heavy users are declining, but rival platforms like Instagram and TikTok may have something to do with it.