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Elon Musk Says X Users Are Posting Fewer Posts Per Day Than People Had Been Tweeting

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X Adds Lists to Search Results on Web, Providing Another Way to Discover Topical Discussions

In among the various notes and statements that Elon Musk shared in his interview with Israeli Prime Minister Benjamin Netanyahu Monday, Musk also made some interesting remarks about X usage, and how it’s changed under his management.

Musk has repeatedly stated that X continues to reach all-time highs in “device user seconds”, a vague denominator which is not comparable to other apps (as they don’t share this info), while Musk has also said that X’s active users are well up on what they were under Twitter, now sitting on 253 million daily actives (up from 238m in Twitter’s last performance report prior to the acquisition), and 540 million monthly users.

Musk reported another increase in X’s monthly usage again in his discussion Monday, while also highlighting an additional interesting data point that’s worthy of note.

As per Musk:  

“There are 500 million, um, 550 million monthly users, now going to maybe 600 million monthly users, and any given day there’s on the order of 100 to 200 million posts to the system.”

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100 million to 200 million posts is a lot, for sure, but if that’s accurate, that actually means that people are posting a lot less to X than they used on Twitter.

Back in 2013, Twitter reported that it saw, on average, 500 million posts per day, a number that it’s repeatedly used as a benchmark for its performance. X management even referred to that same figure in March this year, as part of a blog post about its recommendation algorithm:

Twitter aims to deliver you the best of what’s happening in the world right now. This requires a recommendation algorithm to distill the roughly 500 million Tweets posted daily down to a handful of top Tweets that ultimately show up on your device’s For You timeline.” 

200 million, or 100 million posts, is a lot less X activity, a decline of, potentially, some 400%.

Musk did also say that he’s excluding re-posts from this figure, which could be a factor in the whole calculation, while X has also, reportedly, rid the platform of a lot of bots, another potential activity hit.

But it does seem like a big variance.

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Which, actually, might make some sense, when you also consider the broader social media usage trend away from public posting. But it also means that X is increasingly reliant on a small number of its most active users, whom it needs to keep posting, in order to keep people coming back.

Back in 2021, Pew Research published a study which showed that the top 25% of active Twitter users in the U.S. produce around 97% of all tweets in the market.

Twitter had around 95 million U.S. users, which would mean that the platform’s core active user cohort is only around 24 million people in the region. So while Twitter may have had 238 million total users, only a fraction of them were actually posting, and if these new figures that Musk’s shared are correct, there could now be a lot fewer people bothering to post at all.

That’s likely why its X Premium push has failed to gain traction, because all of the benefits of the program, like extra reach, recognition, even post editing, are for people that actually post to the app. Which is now a tiny amount.

It also suggests that X’s “device user seconds” stat could be misleading, in terms of overall engagement. It wouldn’t surprise me at all if a smaller group of users is spending a lot more time in the app as a result of the latest changes under Elon. But with far fewer posts, it seems unlikely that, overall, more people are spending more time on X.

The numbers could also point to an opportunity for a competitor, given that reaching competitive scale is less challenging than the top-line usage stats may suggest.

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As noted, it could also be that Twitter was counting re-tweets in its numbers, and maybe, with bot activity factored in, 200 million posts per day is actually more comparable than it seems.

But it’s a big variance, which is interesting to note in broader context.  



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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