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Twitter Is Struggling to Engage Its Most Active Users, Suggests Internal Report

Content preferences on Twitter are changing as popular topics may be shifting to other platforms, notes the report

Twitter’s most active users are no longer as engaged on the platform as they used to be, reports Reuters.  “Heavy tweeters”—or people who log in six to seven times a week and tweet three to four times in the same period—have been on the decline since the onset of the pandemic, suggests an internal document by a Twitter researcher titled “Where did the Tweeters Go?”, viewed by Reuters. They are also less interested in topics typically targeted by advertisers—like news, entertainment, and sports. Why it matters: This group comprises less than 10% of monthly users. But, it generates 90% of the tweets posted on the platform—as well as half of its global revenue. Declining engagement from this group on hot topics, especially from English-speaking users in the United States, could impact Twitter's advertising futures.  Most of these “top” accounts tweet rarely and post very little content. Is Twitter dying? https://t.co/lj9rRXfDHE — Elon Musk (@elonmusk) April 9, 2022 The study investigates “disturbing” user trends that may have contributed to the declining activity in the company’s heavy tweeters, reports Reuters. These trends may have been masked by a larger uptick in daily active users on the platform. However, the report does not draw "specific conclusions" on why engagement from heavy users is declining, notes Reuters.  Can Declining Engagement Affect Twitter’s Advertising Revenues? Topics once considered “most desirable” for advertisers—such as news, entertainment, and sports—are of less interest to English-speaking active users, the study found.  The study noted that interest in "liberal politics" and…

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