Heavy Twitter tweets are not as active as they used to be, and people whose tweets are no longer as active as they used to be and people who use the site regularly have very different interests than in years past.
This information is reportedly contained in internal documents obtained by Reuters.
The documents define a “heavy tweeter” as someone who visits the site daily and tweets 3-4 times a week.
Heavy tweeters are a small but valuable segment of Twitter users, accounting for less than 10% of active users per month while generating 90% of all tweets and global revenue.
The rapid decline in activity among heavy tweeters began during the pandemic. Next in this article, we look at the significant decline in activity around topics that were once Twitter’s most popular categories.
Where heavy tweeters are going and why they are leaving is unclear, although we can make some assumptions based on recent data.
Twitter’s exit, changing user interests
As heavy tweeters let their accounts sit idle, those who remain active gravitate toward topics for which Twitter is not traditionally known.
Reuters reports that interest in once-popular topics such as news, sports and entertainment has dropped. Twitter is also losing many heavy users interested in fashion and celebrities.
Some of Twitter’s most popular topics among English-speaking users now include cryptocurrency and unsafe-to-work content.
Are the heavy tweets backfiring because users’ interests are changing? Or are interests changing as a result of heavy tweeters leaving?
That was never clear in the report, though Reuters spoke with a Twitter spokesperson who stressed that overall monthly users are growing.
Twitter is still attracting new users, even though the most active ones are taking a step back from the site. In the next section, we look at where they may be headed.
Where are the heavy tweeters going?
In internal documents obtained by Reuters, a Twitter researcher suggests that the decline in activity around topics such as fashion and celebrity may be related to Instagram and TikTok.
Previously, e-sports and streaming personalities were growing areas of interest among heavy Twitter users. Now their activity is likely shifting toward video-friendly sites like Twitch, YouTube and TikTok.
What about news? Twitter has been the de facto platform for the following breaking news.
You might be surprised to learn that activity around news is also shifting to TikTok.
The Pew Research Center released a study this week showing that a growing percentage of adults in the U.S. regularly get news on TikTok.
The report states the following:
“In just two years, the share of U.S. adults who say they regularly get news from TikTok has roughly tripled, from 3 percent in 2020 to 10 percent in 2022, and
This timeline coincides with reports of declining activity around Twitter news.
While this is not enough to conclude that avid Twitter users are turning to TikTok for news instead, the data is worth examining.
According to the study, 26% of U.S. adults say they regularly get news on TikTok, an increase from previous years.