Over the weekend, X experienced a surge in conversation after the attempted assassination of former President Donald Trump. Owner Elon Musk took to social media to announce that the platform had reached a new “record high” in usage. Musk claimed that X saw a cumulative 417 billion user-seconds globally in one day, equating to 27.8 minutes per user with 250 million daily actives. However, upon closer inspection, it seems that these claims may not be entirely accurate.
Comparing Musk’s recent claim to X’s previous statements, it is evident that there are discrepancies in the reported usage data. In March, X stated that users were spending an average of 30 minutes per day on the app. However, the latest figures fall short of this number, indicating a potential error in the platform’s reporting. Additionally, the claim of 93 billion user seconds in the US alone translates to 15.5 minutes per user, which is not particularly high per-person usage.
When analyzing the data provided by X, it becomes clear that there is a lack of transparency and clarity in how usage numbers are being reported. It is difficult to ascertain the true reach and resonance among X users based on the cumulative user seconds alone. Without further qualifying information, it is challenging to interpret what these data points actually mean in terms of user engagement and interaction on the platform.
From a marketing perspective, advertisers rely on accurate data to make informed decisions about reaching their target audience on X. However, the confusing and convoluted nature of X’s data makes it challenging for advertisers to gauge the platform’s performance accurately. If X truly wants to be transparent, as Musk claims, it should provide comprehensive usage data, including user numbers, to allow for broader scrutiny and understanding of its performance metrics.
While X may be experiencing high usage during significant events like the attempted assassination of a former president, the platform’s inconsistent reporting and lack of transparency raise questions about the reliability of its usage numbers. It is essential for X to address these discrepancies and provide more comprehensive data to ensure trust and confidence in its performance metrics.
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