An internal Twitter research has revealed that the social media platform is struggling to keep its most active users engaged, despite their vital contribution to its overall business.
According to internal documents, the “heavy tweeters” account for less than 10% of monthly overall users, but generate 90% of all tweets and half the global revenue. Heavy tweeters are categorized as users who log in to Twitter six or seven days a week ad tweet about three to four times a week.
The research was conducted to help understand changing trends among users and better understand the decline in the company’s most active users, the documents said. The study didn’t offer specific conclusions about why heavy users of the platform are declining.
A Twitter spokesperson commenting on the findings said, ”We regularly conduct research on a wide variety of trends, which evolve based on what’s happening in the world. Our overall audience has continued to grow, reaching 238 million mDAU in Q2 2022.”
The study also found that heavy users interested in cryptocurrency and Not Safe for Work (NSFW) content grew significantly. (NSFW) content, which includes nudity and pornography, are the highest-growing topics of interest among English-speaking heavy users, the report found.
Topics that have traditionally been Twitter’s strongholds have seen a sharp decline. Interest in world news, as well as liberal politics, showed spikes during major events such as the attack on the U.S. Capitol on Jan. 6, 2021. But the categories have since lost the highest number of heavy Twitter users and have shown no signs of recovery, the report said.
There is also a loss of interest in topics such as fashion or celebrities. The company suspects these users are decamping to rival platforms such as Instagram and Tiktok.