Twitter CEO Linda Yaccarino just announced the highest Twitter usage since February, and Elon announced that Twitter screen time usage could hit an All Time High this week. Let’s explore what the hell is going on, as the media is trying to paint a very different picture…
Meta tried to copy Twitter, flaunting their number of sign ups. BUT, what if I told you this is NOT the metric one should be looking at.
Meta has 3.59 billion users across all their platforms (2 billion on Instagram), more than 77% of Internet users. For them to get a few million users on any new app they launch is a very easy feat. The challenge is: DAILY ACTIVE USERS
It is one thing to convince someone to download a new app and connect to their Instagram, but it’s a much TOUGHER challenge to convince them to use it regularly, and for that we need to wait for Meta to release the data.
Investors and analysts always focus on Daily Active Users (DAUs) whenever trying to value a social media platform or determine it’s success.
TWITTER BENEFITING FROM META’S CLONE?
I tweeted 2 days ago that Meta’s copycat could end up being a blessing in disguise for Twitter. My reasoning was relatively simple:
Instagram users who never used Twitter will download their Twitter clone (this is Meta’s marketing strategy)
1. They will use the new Twitter copycat, which is limited and not much different to Instagram
2. If they enjoy it, they will know it’s a Twitter clone, and decide to download and try the ‘real thing’: TWITTER
3. Meta’s clone ends up becoming bridge to Twitter, a fundamentally different experience with more features and a focus on Free Speech
4. Elon Musk confirmed the theory’s logic, replying with “accurate assessment. Threads is just Instagram minus pics, which makes no sense”.
Whether this theory ends up materializing, only time will tell, but I find it more plausible than Twitter users migrating to a copycat with less features and limited free speech.
TWITTER METRICS IMPROVING?
Twitter CEO announced today that “last week we had our largest usage day since February,” and Elon replied that ‘cumulative user-seconds per day of phone screen time may hit an all-time record this week’
These are the metrics that matter, more than app downloads or mentions in the media.
Do you agree with my assessment?
Will Meta end up creating a bridge for Instagram users to EVENTUALLY download and use TWITTER?
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