Twitter 6 Months After Musk

Is It a Viable Platform for Brands and Advertisers, and What Happens Next?

Report by Jasmine Enberg  | Apr 10, 2023
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Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery
About This Report
Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren’t ready to resume spending, largely because they don’t trust the man in charge.
Topics
Social Media Usage
Social Media Ad Spending
Worldwide
Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery

Executive Summary

Almost six months after Elon Musk took the reins at Twitter, the lights are still on, but they are dim. Musk has valued the company at less than half of what he paid for it. And for most brands and advertisers, the cons of having a paid presence on Twitter still outweigh the benefits.

Key Question: Should advertisers spend on Twitter, and will the platform survive?

How Has Our Worldwide Twitter Ad Revenue Forecast Changed? (billions, 2021-2023)
E-Mail ChartDownload

KEY STAT: We have slashed our global Twitter ad revenue forecast for 2023 by about 37% from our previous forecast, completed just prior to Musk’s takeover.

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Table of Contents

  1. Executive Summary
  2. What is the state of Twitter’s business?
  3. Should advertisers spend on Twitter in 2023?
  4. Should brands keep an organic Twitter presence?
  1. Who is still using Twitter?
  2. How engaged are Twitter users?
  3. Where can advertisers find Twitter deserters in 2023?
  4. Are there any Twitter substitutes?
  1. What does all this mean for the future of Twitter?
  2. Sources
  3. Media Gallery

Charts in This Report

How Has Our Worldwide Twitter Ad Revenue Forecast Changed? (billions, 2021-2023)Twitter Net Ad Revenues Worldwide, 2019-2023 (billions, % change, and % of total digital ad spending)
Brand/Influencer Posts per Week on Twitter Worldwide, 2019-2022US Twitter Users, by Age, 2023 (millions)
Time Spent per Day With Twitter Among US Adult Twitter Users, 2019-2023 (hrs:mins and % change)Social Media Platforms Journalists Worldwide Would Use if Twitter Were to Disappear, Dec 2022 (% of respondents)
Social Platforms Used by US Teens and Adults, Jan 2023 (% of population)

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Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery
About This Report
Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren’t ready to resume spending, largely because they don’t trust the man in charge.
Topics
Social Media Usage
Social Media Ad Spending
Worldwide
Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery
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authors

Jasmine Enberg

Contributors

Zach Goldner
Forecasting Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst