Over the past few years, the atmosphere on X, formerly known as Twitter, has gradually deteriorated. Insults are commonplace, and intimidation is not uncommon, particularly towards the various experts and celebrities who continue to give their opinions. So why do many of the latter still choose to remain on the platform?
In July 2023, the Threads platform was launched by Meta. Many saw this direct competitor to Twitter as an opportunity to exchange ideas in a healthier climate, and within days of its launch, the number of users increased spectacularly. A number of public figures, in Quebec and elsewhere, are following suit. Targets of choice for trolls, many of them had also lost their Twitter authentication a few months earlier.
Two months later, it’s clear that the Threads craze has died down. Many of the public figures who had signed up enthusiastically in July are now posting less frequently, or not at all. At the same time, they have resumed their regular level of activity on X. Yet nothing significant has improved on X in terms of user experience. Nor has the unhealthy climate that many denounce changed.
A question of visibility
In this context, what explains why public figures – be they artists, politicians or experts in various fields – choose to stay there all the same?
Isarta Infos put the question to Bruno Guglielminetti, lecturer, columnist and digital strategy consultant. For him, it’s a question of visibility. Many people, including public figures, have had to devote many years to building a network on Twitter. When they migrate to Threads or similar platforms, they realize that they won’t be able to enjoy the same visibility overnight.
One well-known Quebec TV host, who preferred not to be named, confirmed that Threads didn’t allow him to achieve the same reach as X, where some of his messages can exceed 100,000 views. Meta’s news blocking is also a factor that keeps him on X, despite the inconvenience.
But how can we improve our experience on X? Mr. Guglielminetti, himself a user of the platform for almost 15 years, has begun to mask certain individuals who send him disrespectful messages. In this way, he claims to have rediscovered the pleasant atmosphere that prevailed in the early days of Twitter.
For many advertisers, X seems to be struggling to demonstrate its added value. For users, especially those who want to get their message out to as many people as possible, the network remains a must. It remains to be seen, in the longer term, how it will remain so.
