Twitter use continues to rise at an unprecedented record.” This is the message sent by Elon Musk, who is on Twitter and it’s an advertisement message advertisers received through emails.
In a report by Financial Times and The Verge, Twitter has said that the growth of its monetisable active day users (mDAUs) -an in-house metric that measures the number people who are logged in to the platform displays adsreached “all-time highs” last week and jumped to 20% from 15 percent at the end of the 2nd quarter. The email also states: “Twitter’s largest market, the US, is growing even more quickly.” This comes just only a few days after Musk completed the deal to purchase the platform for $44 billion.
If the numbers are accurate If the figures are accurate, Twitter is yet to experience a massive departure under the new management. Musk has tweeted that since the agreement to purchase Twitter was made public, “user numbers have increased significantly around the world”. Twitter recently announced 237.8 million users with a daily average of 0.3.
In the same way it is important to recognize that advertisers and users are two distinct things. The user base is stable and could be also in the growth phase, however there’s a problem for advertisers. In another Twitter post, Musk said the company has witnessed “a massive drop in revenue” because of “activist groups pressuring advertisers”.
To increase revenue, Musk is hoping that Twitter Blue subscription will help. The change that’s being made to the subscription will include paid verification. There has been some protest from those who are verified. As of now this new Blue subscription is rumored to be set to launch following the midterm elections of the US and it is expected that in India it could arrive within “less than a month”. In the US the Blue subscription is priced at $7.99 however, India pricing isn’t set.
The billionaire’s owner is trying to assure advertisers that Twitter will not turn into one “free-for-all hellscape” and that Twitter “aspires to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise”.
