Snippet: Twitter is Losing Its Most Active Users ☇

Sheila Dang for Reuters (via Nick Heer):

The reality, according to internal Twitter research seen by Reuters, goes far beyond the handful of examples of celebrities ghosting their own accounts. Twitter is struggling to keep its most active users – who are vital to the business – engaged, underscoring a challenge faced by the Tesla chief executive as he approaches a deadline to close his $44 billion deal to buy the company.

These “heavy tweeters” account for less than 10% of monthly overall users but generate 90% of all tweets and half of global revenue. Heavy tweeters have been in “absolute decline” since the pandemic began, a Twitter researcher wrote in an internal document titled “Where did the Tweeters Go?”

A “heavy tweeter” is defined as someone who logs in to Twitter six or seven days a week and tweets about three to four times a week, the document said.

While I still use Twitter, I don’t enjoy it as much and am far less likely to spend a lot of time on it as in year’s past. It’s almost as if allowing a particular main character (and those like him) who repeatedly violated the rules and made it a toxic place over the last few years drove people away in the long term in favor of engagement in the short term.