Dec 17, 2024 - Business
Trump's X engagement falls since Elon Musk takeover
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President-elect Trump's posts on X have received far less engagement since Elon Musk's takeover of the social platform.
Why it matters: The alliance between the two men has not inflated Trump's reach amid shifts in X's algorithm and Trump's use of his own social network.
By the numbers: The median number of reposts with Trump's Twitter posts was 40,700 from Jan. 1, 2021, to Jan. 8, 2022. Trump was banned starting Jan. 8, 2021.
- That engagement dropped 35% to 26,500 when compared to August through the general election and shortly thereafter.
- The median number of favorites dropped 21% during those two time periods.
Yes, but: X provides far greater reach than Trump's own social media platform, Truth Social.
- Median number of reposts and favorites on X compared to Truth Social were 616% and 1,020% higher, respectively, from Aug. 24 to Nov. 26, 2024.
The big picture: Trump announced his plans for Truth Social in October 2021, creating a platform for his views where he wouldn't face alleged censorship.
- At that time, Musk's acquisition of Twitter wasn't in motion. Now that Musk owns it and unbanned Trump from the platform, it's clear that Trump benefits from X even if his engagement is down.
