In the latest Infinite Dial report from Edison Research, it has been revealed that the usage of X (formerly Twitter) is declining. The report is based on a survey of over 1,000 people in the U.S. aged 12 and older, providing insights into emerging media trends. According to the data, the rate of people indicating that they are using X has decreased by 30% year-over-year. This decline in interest aligns with other third-party reports from companies like Apptopia, SimilarWeb, AppAnnie, and Sensor Tower, all of which have reported declines in X’s user numbers and activity.
X’s own data indicates that its usage has remained relatively flat, with 250 million daily active users reported recently, the same amount as in November 2022 when Elon Musk took over the app. This lack of growth is not a positive sign for Elon’s social media project, as it may hinder its ability to attract big-name advertisers seeking maximum reach and resonance. Despite X reporting that the majority of advertisers are returning to the platform, overall ad revenue remains down by around 60% since Musk took over. The shift away from X suggests that it is becoming a more niche consideration for advertisers looking to engage with their target audience.
The decline in X’s usage raises questions about its growth potential and appeal to advertisers, but ultimately, the decision to run X ads depends on the engagement of your target audience. If your audience is still active on the platform, it may be worth considering X ads to see how they perform. The overall trends indicate that X may not be as appealing to a broader audience, which could impact its ability to attract new users and retain existing ones. It’s important for ad partners to evaluate where their audience is most engaged and adjust their strategies accordingly.
Edison’s Infinite Dial report also provides an overview of the development of the social media landscape, highlighting key usage trends and shifts in user behavior. The report reflects on the evolution of social media since 2007 and the impact of various platforms on our daily lives. While X’s decline in usage is a notable trend, it is essential for marketers to focus on their audience engagement and target the platforms where their target audience is most active. As social media continues to evolve, understanding these trends and adapting marketing strategies accordingly will be crucial for success in reaching and engaging with consumers.