X User Decline in the US and UK – Here's Why?
While Elon Musk claims record X engagement, we’re seeing a dramatic active X user decline across the US, UK, and Europe. While Musk still desperately attempts to prove to people that X is simply a growing platform, the opposite of his claims is themselves posing serious questions about X's long-term sustainability, as the platform's user numbers decline in correlation with his controversial statements that are starting to completely transform what X used to be.
Since rebranding Twitter as X, Elon Musk's platform has witnessed a big drop in its global user count across many major markets. Similarweb new data shows that while the UK has lost 30% of daily active users, in the US, it’s a reduction of around 20%, from 8 million users down to 5.6 million in the UK and from 85 million to 71 million in the US. A recent report said there has been a 5 percent drop in the user base in Europe, too. Experts attribute much of this to Musk's polarizing commentary and highly publicized political views, such as his controversial "civil war" remark amid unrest in the UK, which reportedly led to an exodus of UK users.
X's Strategic Discount Moves
X has launched an aggressive promotional offer to counteract this decline: all subscribers get a 50% discount. X has offered discounts, but this major discount tells us they’ve really stepped up the game to get more people subscribed and more engaged while activity is shrinking. According to this approach, X reacts to user loss, putting an effect on it, and then tries to adjust its strategy.
Musk's Take on X's Performance
The numbers might be large, but Musk still points to things like user seconds — that time spent on the app — as signs of success. X, which he's also promoted as a top 'news app' based on its 'news' classification from 2016, makes it stand out against newer, smaller news apps. These metrics, however, don’t tell the whole story. This struggle with falling ad revenue and user engagement even persists for X as it tries to roll out new features like the Grok AI chatbot to lure more people.
Brand Image vs. Brand Identity: The Challenge for X
But X’s fight underscores a disconnect between what the outside world thinks of the platform (X’s brand image) and what Musk thinks of it (X’s brand identity). Not all strong brands have strong brand images, and particularly when they make decisions that alienate key user groups. In that regard, Musk’s alignment with political figures has contributed to a growing brand image, which clashes with the platform’s stated purpose to be an open, friendly social network for X.
The Bigger Picture: What's at Stake
Musk's public support for Trump may offer some strategic help to X if he wins because, if he wins, he won't have to worry about regulations for his other ventures. But if Trump loses, Musk will have to take a look at whether X is on the correct path if user decline persists.
What's Next for X?
With falling user numbers and revenue, X's future remains uncertain. If X’s performance doesn’t improve, Musk may have to rethink what the platform will focus on, think about selling it, or pull back its offerings, experts say.
Is Musk taking a gamble on his brand vision in X to get users back? But, as the gap between brand identity and image grows, constant user growth seems harder to get.
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The decline in user numbers in the US and UK could be attributed to several factors, such as increased competition, changes to the platform, or shifts in user preferences. Privacy concerns and evolving social media habits may also contribute, leading users to favor platforms that offer enhanced privacy and engagement features tailored to their specific interests.
@paulscreationids, I agree with you. You've highlighted some valid points. The decline in user numbers in key markets could be attributed to various factors. Adapting to these changing dynamics and innovating to maintain user engagement and loyalty is essential.
X’s rebranding shows how a brand’s vision must align with user expectations to maintain loyalty. While Musk points to engagement metrics as a win, the decline in user numbers across major markets suggests a disconnect. Keeping users engaged isn’t just about time spent on the platform, it’s about ensuring they feel connected to the brand’s purpose and values. Appreciate this insightful piece from you, AKM!
@FahimFida, while engagement metrics are valuable, they don't tell the whole story. Maintaining user loyalty requires a more profound connection where users feel understood and valued. Thank you for your kind words and for taking the time to share your thoughts.
You're welcome!
Interesting read! It’s surprising how quickly a platform can change with new leadership. Do you think X can turn things around, or is the decline here to stay?
@masonkane, Turning things around is possible, but it may be challenging. X would likely need to address critical issues, like rebuilding user trust, minimizing controversial content, and possibly clarifying its brand identity. They’ve tried discounts and new features, which could attract users in the short term, but a more user-centered approach might be necessary for long-term success. If leadership can balance Musk's vision with what users want, there’s a chance for a comeback. Otherwise, the decline might continue as users move to platforms they feel align better with their values.
I don't know the authenticity of this news, but there's a rumor that Musk will sell the "X" for some strategic reason. Any idea on that?
@masonkane, I'm not sure. However, it would be surprising if he did this because the data indicates that X is experiencing significant failures due to his new strategies. He is gradually losing interest so that anything could happen.
So many platforms are changing right now, but not all survive. I’m curious if X will adapt or fall behind in the social media race.
@AshikMotion, it depends on how Elon handles its brand image and identity crises.
It is declining in India too. I do not think he is serious about this.
@mahfuz87, Actually, he was when he didn't own Twitter, but after all these strategic decisions, it now seems like a game to him. He spent billions of dollars to make himself happy, almost as if Twitter is just a toy for him.