Twitter ad traffic and usage decline amid Elon Musk’s ‘all-time high’ claims: Similarweb

Twitter advertising traffic and usage have continued to decline year over year according to data from Similarweb, disputing Twitter chief executive Elon Musk’s claims of “record high” user engagement and that advertisers are returning.

Traffic to Twitter’s ads portal in March declined 18.7 percent year over year and worldwide visits to the site dropped 7.3 percent, according to Similarweb’s estimates.

Unique visitors also declined 3.3 percent for the month, and time on the Twitter site remained steady at 10.6 minutes.

Traffic to the ads portal also meant the site lost 0.2 points in share of traffic from among the competitors Similarweb monitors, with Snapchat, TikTok, and Pinterest gaining more traffic during the period. Facebook and Instagram also saw a 1.3 percent decline in share of traffic.

Similarweb took aim at Musk’s claims that Twitter had been seeing record user engagement and that major advertisers were returning, made both in the platform itself and the BBC interview last week.

“One of Musk’s specific claims – tweeted in March and repeated in the BBC interview – is that Twitter now commands more than 8 billion minutes of user time per day, which he said is a new record,” Similarweb’s blog post read.

“We couldn’t find any evidence that Twitter’s previous management ever reported that particular metric, and it’s not one we can either confirm or dispute.”

Similarweb said Twitter’s traffic has been trending down since January, and has also been fluctuating from month to month over the past couple of years, but with no consistent pattern of growth.


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