Elon Musk’s involvement in the platform formerly known as Twitter has caused quite a stir in the tech world. However, the actual impact of his various updates and shifts on the platform remains unclear. While some reports suggest that X is losing users and that alternative platforms like Threads are gaining traction, X itself claims to be reaching new record highs in terms of usage, even though its user count may not be increasing.
Recently, as part of the E.U. Digital Services Act, large online platforms are required to report their E.U. user counts regularly. According to X’s latest report from January 2024, the platform was serving 61.8 million logged-in E.U. users and 49.6 million logged-out guests, totaling 111.4 million overall users in the region. This represents a slight decrease from the previous year’s report, with slightly more logged-in users but slightly fewer logged-out guests.
While X may be experiencing a decline in user numbers, it is not facing a significant drop-off, and users are not abandoning the platform in large numbers. Despite the lack of growth, X claims that users are spending more time on the app, with 250 million daily active users. However, the platform is still far from reaching Musk’s goal of 600 million users by 2025.
One of X’s main strengths is its habitual nature for many users, particularly those engaged in communities around sports. These users have established connections and communities on the platform and continue to use it regularly, regardless of the changes implemented by Musk or the platform itself.
For advertisers looking to reach these loyal X users, the platform remains a viable option. X claims to be improving its ad system, which could create more opportunities for brands to connect with the platform’s massive audience. Despite Musk’s polarizing reputation, if your target audience is on X, it may still be worth considering it as part of your advertising strategy.
While X may be experiencing a slight decline in user numbers, it remains a significant platform with a dedicated user base. Musk’s influence and the changes on the platform have not deterred loyal users from continuing to engage with X. For advertisers, especially those targeting specific communities like sports fans, X still offers potential for reaching a relevant audience, despite the ongoing changes and fluctuations in user counts.
Leave a Reply