Recent tweets by Elon Musk, the owner of X, suggested that the platform had reached an all-time high in usage in the US. However, conflicting reports indicate that X’s relevance and attention are actually declining, raising questions about the validity of Musk’s claim.
Analyzing the Numbers
Musk stated that X saw 76 billion total user seconds in the US, which seems like a significant amount of attention. However, when considering the number of daily active users in the US (100 million), the average time spent per user is only 12.6 minutes. This is much lower than the reported 30 minutes per day back in March, casting doubt on the accuracy of the claim.
While Musk argues that user seconds are the best indicator of human engagement and are difficult to manipulate, the focus on cumulative seconds may be misleading. Advertisers are more interested in reach and the number of unique users that can be targeted with ads, rather than the total time spent on the platform.
Unpacking the Claim
It is unclear whether the reported increase in user seconds is specific to X or includes Twitter as well. Without a clear time frame and context for the data, the claim of reaching an all-time high lacks meaningful comparison to other platforms, making it difficult to assess its significance.
The speculative nature of Musk’s claim raises doubts about the actual impact on X’s usage. If the reported increase in user seconds is accurate, it may suggest a broader decline in X’s usage overall, highlighting the importance of audience relevance for advertisers considering the platform.
Ultimately, the value of X as an ad platform depends on the specific audience that it attracts. While user engagement metrics are important, the effectiveness of advertising on X hinges on reaching the right audience and driving meaningful interactions with potential customers.
The claim of X reaching an all-time high in usage raises important questions about the platform’s actual performance and relevance in the market. Without clear and comparable data, it is challenging to assess the true impact of Musk’s statement and its implications for advertisers considering X as a promotional channel.
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