Exclusive-Twitter is losing most active users, internal documents show by Stocksak

© Stocksak. FILE PHOTO – This illustration, taken July 13, 2021, shows the Twitter app on a smartphone. REUTERS/Dado Ruvic/Illustration/File Photo

By Sheila Dang

(Stocksak). – “Is Twitter dying?” Five days before offering to purchase the social media platform, billionaire Elon Musk thought about it in April.

Stocksak has seen internal Twitter research that shows that this reality goes beyond celebrities ghosting accounts. As he nears the deadline to close his $44 million deal to buy Tesla (NASDAQ:) Inc, Twitter is having trouble keeping its most active users engaged.

These “heavy twitterers” make up less than 10% of monthly users, but they generate 90% of all tweets. They also generate half of global revenue. Heavy tweeters have been in “absolute decline” since the pandemic began, a Twitter researcher wrote in an internal document titled “Where did the Tweeters Go?”

The document defines a “heavy Twitterer” as someone who logs on to Twitter six or seven times a week and tweets three to four times a day.

The research also showed that there has been a shift of interests among Twitter’s most active English-speaking users over the past 2 years, which could make it less attractive for advertisers. 

According to the report, cryptocurrency and “not suitable for work” content (NSFW), are the most popular topics of interest among English-speaking heavy-users.

However, users are losing interest in entertainment, news, and sports. Tweets on those topics, which have helped Twitter burnish an image as the world’s “digital town square,” as Musk once called it, are also the most desirable for advertisers.

Twitter declined to say how many of its tweets are written in English, or how much it makes from English speakers. Analysts say that Twitter’s demographic is vital to its business.

According to the platform’s investor letter, the United States was the only market that generated more ad revenue than all other markets. The majority of ads in the United States target English-speaking users, according Jasmine Enberg, an analyst from Insider Intelligence.

Twitter’s study looked at the number of English-speaking heavy tweeters who showed an interest in a topic based on their accounts and how that number has changed over the past two year.

Twitter was motivated to investigate “disturbing” trends among users that may have been masked by overall growth in daily active users and better understand the decline in the company’s most active users, the documents said. The study didn’t draw any conclusions as to why heavy users are falling off the platform.

Asked to comment on the internal documents’ findings, a Twitter spokesperson said on Monday: “We regularly conduct research on a wide variety of trends, which evolve based on what’s happening in the world. Our overall audience has grown to 238 million mDAU in Q2 20,22,” a spokesperson for Twitter said. She used an acronym for monetizable daily activate users.


Research found that heavy users are more interested in NSFW and crypto content.

Twitter is one the few social media platforms that allows users to express their nudeness. Stocksak has seen an internal slide presentation that estimates that Twitter has 13% of its user base that contains adult content. The presentation did no detail how the figure was calculated.

For fear of damaging their brands, advertisers avoid controversy and nudity. Major advertisers including Dyson, PBS Kids and Forbes suspended advertising due to accounts that were soliciting child pornography on Twitter, Stocksak reported in September.

Twitter responded to the September story with a statement that it “has no tolerance for child sexual abuse” and is investing more resources in its efforts against such material.

Twitter’s most active English-speaking users were also increasingly interested in cryptocurrencies, reaching an all-time high in late 2021, the internal documents showed. However, interest in the topic has dropped since the crypto price crash of June. The study also noted that cryptocurrencies may not be an area for growth in the future.

Current and former Twitter employees who spoke with Stocksak said they feared Musk’s calls for less content moderation and his reported plans to gut the staff, which they said will exacerbate the deterioration of the quality of content.


According to the documents, topics that made Twitter a favorite platform for its millions are now in decline among the most active English speakers.

Interest in world news and liberal politics spiked during major events like the attack on the U.S. Capitol Jan. 6, 2021. The report stated that the categories have lost the most number of heavy Twitter users since then and have not shown any signs of recovery.

Twitter is also losing a “devastating” percentage of heavy users who are interested in fashion or celebrities such as the Kardashian family. According to a Twitter researcher, these users will likely move on to other platforms such as Meta Platforms Inc’s Instagram or ByteDance’s TikTok.

The study also found surprise at the drop in interest in e-sports, as well as online streaming personalities. These were once growing rapidly on Twitter. “The big communities are now in decline,” the report said.

“It seems as though there is a significant discrepancy between what I might imagine are our company values and our growth patterns,” one Twitter researcher wrote.

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Stocksak Editorial

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