Twitter’s top users are posting less since Musk acquisition, Pew shows
Twitter CEO Elon Musk introduced modifications to the platform’s direct messages characteristic together with the introduction of encryption.
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Twitter’s energy customers are nonetheless coming to the app, however fewer are posting on it since Elon Musk’s acquisition late final 12 months, in keeping with a survey from Pew Analysis Heart.
“The Heart’s new evaluation of precise habits on the location finds that probably the most lively customers earlier than Musk’s acquisition – outlined as the highest 20% by tweet quantity – have seen a noticeable posting decline within the months after,” the survey’s authors wrote on Wednesday. “These customers’ common variety of tweets per thirty days declined by round 25% following the acquisition.”
Moreover, about six in ten U.S. adults who’ve used Twitter previously 12 months mentioned they’ve lately taken breaks from the service, and 1 / 4 of the group indicated they won’t use Twitter a 12 months from now, the survey mentioned.
The brand new information underscore the challenges dealing with Twitter’s incoming CEO, Linda Yaccarino, who will exchange Musk. She’ll be taking on the ailing social media service, which has misplaced quite a lot of advertisers over the previous few months on issues that racist and in any other case inappropriate content material has flourished since Musk’s takeover.
Yaccarino, who lately resigned from her place as NBCUniversal world promoting chief, might want to restore relationships with Twitter’s advertisers and get a grasp on content material moderation. Musk has slashed the corporate’s workforce by about 80% to roughly 1,500 staff, eliminating some those that he ought to’ve stored, he acknowledged in an interview with CNBC on Tuesday.
“Determined instances name for determined measures,” Musk mentioned. “So there isn’t any query that a few of the individuals who have been let go in all probability should not have been let go.”
The Pew survey additionally confirmed most of Twitter’s content material is produced by a small group of energy customers.
“Since Musk’s acquisition, 20% of U.S. adults on the location have produced 98% of all tweets by this group,” the survey mentioned.
Upon request for remark, Twitter responded with its now customary poop emoji.
Watch: Elon Musk on Twitter’s new CEO