The Speculation
There’s been a lot of buzz circulating about a decline in X marketing fueled by Elon Musk’s recent statements on race riots in the U.K. However, reports suggest that there may be more to the story than meets the eye.
The Data Insights
According to app intelligence provider Sensor Tower and website traffic provider Similarweb, the data does not signal any significant usage drops for X. In fact, Sensor Tower estimated a 2% increase in X’s average daily active users worldwide from July to August 2024. Similarly, SimilarWeb noted that X’s engagement levels have remained stable, with normal daily and weekly fluctuations.
The Olympics Effect
X experienced record engagement numbers during the 2024 Olympic Games, which could have masked any potential decline in usage. This surge in activity, coupled with ongoing trends, suggests that any variations in X’s user base are not catastrophic.
Elon Musk’s Influence
Elon Musk’s recent X Spaces interview with former President Donald Trump garnered significant attention and likely contributed to X hitting a new record high in active user seconds. While debates persist around the metric of “active user seconds,” it aligns with traditional engagement measurements utilized by platforms like Twitter.
The Creator Conundrum
Despite these positives, X faces challenges in sustaining content creators on the platform. With only 20% of users actively posting and engaging, X’s relevance hinges on retaining this valuable segment. The app’s dependence on a fraction of its user base leaves it vulnerable to shifts in user behavior and preferences.
Threads on the Horizon
As an alternative, Threads is positioning itself as a competitor to X by emphasizing real-time engagement and unique features. While Threads may appeal to certain demographics, X’s stronghold in breaking news and political updates remains unchallenged.
The Future of X Marketing
As the X marketing landscape evolves, ongoing developments will shed more light on the platform’s performance and resilience. Despite conjectures of decline, X continues to navigate challenges while leveraging key events and high-profile engagements to maintain its user base and relevance in the digital sphere.