PLATFORMER
For weeks now, Elon Musk has been preoccupied with worries about how many people are seeing his tweets. Last week, the Twitter CEO took his Twitter account private for a day to test whether that might boost the size of his audience. The move came after several prominent right-wing accounts that Musk interacts with complained that recent changes to Twitter had reduced their reach.
On Tuesday, Musk gathered a group of engineers and advisors into a room at Twitter’s headquarters looking for answers. Why are his engagement numbers tanking?
“This is ridiculous,” he said, according to multiple sources with direct knowledge of the meeting. “I have more than 100 million followers, and I’m only getting tens of thousands of impressions.”
One of the company’s two remaining principal engineers offered a possible explanation for Musk’s declining reach: just under a year after the Tesla CEO made his surprise offer to buy Twitter for $44 billion, public interest in his antics is waning.
Employees showed Musk internal data regarding engagement with his account, along with a Google Trends chart. Last April, they told him, Musk was at “peak” popularity in search rankings, indicated by a score of “100.” Today, he’s at a score of nine. Engineers had previously investigated whether Musk’s reach had somehow been artificially restricted, but found no evidence that the algorithm was biased against him.
Musk did not take the news well.
“You’re fired, you’re fired,” Musk told the engineer. (Platformer is withholding the engineer’s name in light of the harassment Musk has directed at former Twitter employees.)
Dissatisfied with engineers’ work so far, Musk has instructed employees to track how many times each of his tweets are recommended, according to one current worker.
It has now been seven weeks since Twitter added public view counts for every tweet. At the time, Musk promised that the feature would give the world a better sense of how vibrant the platform is.
“Shows how much more alive Twitter is than it may seem, as over 90% of Twitter users read, but don’t tweet, reply or like, as those are public actions,” he tweeted.
Almost two months later, though, view counts have had the opposite effect, emphasizing how little engagement most posts get relative to their audience size. At the same time, Twitter usage in the United States has declined almost 9 percent since Musk’s takeover, according to one recent study.
Twitter sources say the view count feature itself may be contributing to the decline in engagement, and therefore views. The like and retweet buttons were made smaller to accommodate the display of views, making them harder to easily tap.
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