Social Media

# X Shares New Insights into Platform Utilization and Engagement

X Shares New Insights into Platform Utilization and Engagement

The platform previously generally known as Twitter has offered some up to date utilization stats, that are similar to the identical knowledge factors that it’s been selling for months, however might present some further context as to the place Elon Musk’s X challenge is at, and what kind of efficiency it’s presently seeing.

Throughout a sequence of posts, X has shared updates on utilization, engagement, job posts, video views and extra. And whereas they’re fascinating, there are additionally fairly a number of contradictory knowledge notes, which elevate extra questions as to the accuracy of what X is reporting.

Right here’s a have a look at the information X has shared, together with notes on progress versus earlier studies.

  • X has 250 million day by day energetic customers – X initially reported reaching 250 million day by day actives in November 2022, so it’s apparently seen no progress in day by day actives in 16 months.
  • X has 550 month-to-month energetic customers In March 2023, Elon claimed that X had reached a brand new milestone of 500 million month-to-month customers, then in October 2023, it reported the very same determine for MAU. It’s now added an additional 50 million, seemingly between October and now, which is equal to 10 million new customers monthly. 
  • Customers spend half-hour a day on X, on common, whereas X can also be seeing over 8 billion day by day energetic person minutes, on common, thus far in 2024 – These two figures simply don’t math. 8b divided by 250m day by day customers is 32 minutes, on common. I don’t know which is right, however based mostly on the 2 knowledge factors being shared, I’m not assured that X does both (notice: this might be because of the variance in reporting between “monetizable” day by day energetic customers and general customers).   
  • Each day common of person time spent on X has grown by +13% in 2024, whereas cell time spent is up +17% vs. the final six months Nope. Again in October, X reported that customers had been spending 32 minutes per day within the app, however at this time it is reported that this has declined to half-hour (or stayed steady at 32 minutes, in the event you do the mathematics correctly). Cell time might theoretically by up, however that will additionally imply that desktop utilization has declined considerably. So undecided which is true.
  • 1.7 million folks be a part of X day by day – Which might equate to 51 million folks becoming a member of monthly. As per the above notes, X has added no further DAU, and solely 10m additional month-to-month actives, monthly, over the previous 5 months. So if new customers are signing up, they’re not sticking round.
  • Folks on X have interaction with the manufacturers greater than ever – +63% extra likes, +20% reposts, +14% views, and +6% extra impressions on common – Look, I don’t have any knowledge to show or disprove this, however third occasion studies counsel that model engagement on X has declined barely over the previous two years.
  • To date in 2024, there have been over 59 billion searches on X world wide – Again in 2016, Twitter was reportedly facilitating 2.1 billion searches per day, and provided that 77 days have handed in 2024, that will imply that X is seeing far much less search exercise than it had been. Even in 2011, Twitter was facilitating 1.6 billion searches per day, which might equates to 123 billion over 77 days, greater than double what X has reported right here.  
  • There are greater than 8 billion video views per day on common – a +43% enhance from final yr – Yeah, this one might be not proper. In 2020, Twitter was seeing 2 billion movies views per day, which, at the moment, represented a 62% YoY video consumption enhance. To succeed in 8 billion, in three years, it primarily must have doubled that quantity, yearly. Which appears unrealistic (notice: Twitter reported that it was seeing 3.5b video views per day in 2022, so it was nonetheless 4.5b off this determine simply two years again). A key consideration right here is that X has been mixing its publish impression and video view counts at completely different instances, which might have skewed this knowledge level.  
  • Greater than 5 million Areas have been created in 2024 – That is truly properly down on what X reported in December final yr, when it shared that it was internet hosting 560k Areas periods per week. 5 million, divided by 11 weeks in 2024, is 454, 545 Areas per week. Which remains to be quite a bit, however momentum is outwardly slowing, not rising.
  • Time spent on Communities has grown +600% up to now yr – X reported in January that there are actually over 350,000 communities on X, with round 650,000 neighborhood posts created day by day. Twitter didn’t share any official stats on Communities utilization, so there’s no direct comparability for this knowledge level.
  • 1 million jobs have been posted by way of X Hiring, with job posts up +556% during the last 90 days – X reported this lately, although extra fascinating could be the quantity of hires on account of these listings.
  • The highest 4 dialog subjects on X in 2023 had been sports activities, gaming, music and meals – Many individuals have established, long-standing communities on X, and have remained hooked up to the app, regardless of latest disruptions.

It’s troublesome to measure the true efficiency of X, and match that in opposition to the potential profit for your online business, as a result of all of it pertains to your viewers, and the place the folks that you simply’re making an attempt to succeed in are energetic.

In the event that they’re on X, then these general numbers most likely don’t matter a heap, however it’s shocking that X continues to share knowledge factors like this as indicators of its ongoing success, when most are both flat or in decline.

What does that imply for X’s general reputation?

Effectively, based mostly on third occasion knowledge, most studies point out that X has seen a decline in utilization within the low teenagers since 2022.

However X says that every little thing’s superb, and Elon has mentioned that the overwhelming majority of advertisers are coming again to the app, after many paused their X advert spend.

We’ll discover out, at some stage, when X’s monetary efficiency will get shared.


Andrew Hutchinson
Content material and Social Media Supervisor

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