In September, web traffic to X was down from a year earlier, while Musk's own posts got a huge bump
The return on Elon Musk’s $44 billion investment to turn the microblogging social platform Twitter $TWTR (rebranded to X) into an “everything app” has been spiraling downward. The latest web traffic data from SimilarWeb shows just one example of how.
According to SimilarWeb, a traffic analytics firm, global web traffic to www.twitter.com was down 14% in September compared to the year before. The largest dip is among US-based users, accounting for a quarter of the total traffic.
There’s a silver lining here for Musk: His own X profile and posts got a massive 96% jump from last year. But that will only go so far in helping X CEO Linda Yaccarino turn the business around.
To be fair, the downward trend is not unique to X; other social networks have seen drops in traffic as well. Traffic to the top 100 social networks and communities was down 3.7% in September compared to the year before, according to SimilarWeb. A big exception, though, was short-form video platform TikTok, which got an impressive 22.8% bump in September.
+96%: The traffic bump for Elon Musk’s profile and posts
-14%: The drop in global web traffic to twitter.com
-16.5%: The drop in global web traffic to ads.twitter.com for advertisers
-19%: The drop in US web traffic to twitter.com (the US accounts for a quarter of the site’s web traffic)
-11.6%: The drop in UK web traffic to twitter.com
-17.5%: The drop in Australian web traffic to twitter.com
-17.8%: The drop in mobile web traffic to the X app based on monthly active users for iOS and Android in the US
-14.8%: The drop in mobile web traffic to the X app based on monthly active users for iOS and Android for worldwide
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