Twitter’s most active users, defined as the top 20% by tweet volume, have posted less on the platform since Elon Musk’s acquisition late last year, according to a survey from Pew Research Center. The survey’s authors noted a “noticeable posting decline” of around 25% per month following Musk’s takeover.
The decline in posting by power users, combined with the fact that six in ten U.S. adults who have used Twitter in the past year have taken breaks from the service, presents a challenge for Twitter’s incoming CEO, Linda Yaccarino. Yaccarino will need to repair relationships with Twitter’s advertisers and get a better handle on content moderation.
Adverse Effects of Musk’s Takeover
Twitter has lost a number of advertisers over the past few months due to concerns over racist and otherwise inappropriate content on the platform since Musk’s takeover. Musk himself has acknowledged that he may have let go of some employees that should have been kept. The company’s workforce has been slashed by about 80% to around 1,500 employees.
This decline in posting by power users is a major concern for Twitter. The survey also shows that since Musk’s acquisition, 20% of U.S. adults on the site have produced 98% of all tweets by this group.
Challenges for Twitter’s Incoming CEO
Yaccarino, who recently resigned from her position as NBCUniversal global advertising chief, will need to take on these challenges as she steps into her role as Twitter’s new CEO. Repairing relationships with advertisers and improving content moderation will be key priorities, as will finding ways to attract more active users to the platform.
In conclusion, Twitter’s power users are posting less since Musk’s acquisition, and the platform has lost advertisers due to concerns over inappropriate content. Twitter’s incoming CEO will need to focus on repairing relationships with advertisers and improving content moderation to attract more active users to the platform.
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