X, formerly known as Twitter, recently released updated usage statistics for their platform, including data on daily active users, monthly active users, and user engagement. It is concerning to note that X has reported no growth in daily active users since November 2022, despite claims of reaching 250 million daily actives. This lack of growth raises questions about the platform’s ability to attract and retain new users.
One of the most puzzling aspects of X’s latest data is the contradictions in user engagement metrics. On one hand, X claims that users spend an average of 30 minutes a day on the platform, while also stating that there are over 8 billion daily active user minutes in 2024. The discrepancy in these figures raises doubts about the accuracy of X’s reporting and the actual level of user engagement on the platform.
Questionable Growth in New Users
Despite claims that 1.7 million people join X every day, the numbers do not add up when compared to the reported lack of growth in daily active users. With only 10 million new monthly actives added between October and now, it is unclear where all the new sign-ups are going if they are not staying on the platform. This discrepancy highlights a potential issue with X’s user retention strategy.
X has touted a significant increase in engagement with brands on the platform, citing higher likes, reposts, views, and impressions. However, third-party reports suggest that brand engagement on X has actually declined slightly over the past two years. This discrepancy calls into question the validity of X’s claims regarding brand interactions on the platform.
The reported 59 billion searches on X in 2024 pale in comparison to the search activity levels reported in previous years. Additionally, the claim of 8 billion video views per day represents a staggering increase from previous years’ data, raising doubts about the accuracy of these figures. X’s inconsistent reporting of post impressions and video views further muddies the waters on platform performance.
X’s reported decline in the number of Spaces created in 2024, as well as a decrease in time spent on Communities, suggest a potential slowing of momentum in user-generated content on the platform. These trends could indicate a shift in user behavior or preferences that may impact overall platform engagement and activity.
Doubts on Job Post Impact
While X reported a significant increase in job posts via X Hiring, it is unclear how many of these listings have resulted in actual hires. The focus on job post volume without corresponding data on successful placements raises questions about the effectiveness of X as a recruitment platform.
The data points shared by X may not accurately reflect the platform’s true popularity or success, as many metrics are either flat or in decline. The discrepancy between X’s claims of growth and actual user engagement trends further complicates the assessment of the platform’s performance. Businesses relying on X for audience reach should consider the evolving landscape and changing user behavior to determine the platform’s relevance for their marketing strategies.
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