Elon Musk sacks 200 more Twitter staff

Elon Musk routinely revitalises companies he acquires, and Twitter is no exception. This usually results in some HR casualties, but as a result he aims to improve profitability, efficiency and performance. While daily US Twitter downloads increased by 23% and 42% YoY in November 2022, global growth was slower. Bots on the platform may be responsible for the decline in users, while TikTok's rapid rise poses a significant threat. The question remains: will Musk preserve Twitter's micro-blogging or introduce more short-form video content?

I was one of the early adopters, starting to use Twitter in January 2007. Twitter is the quietest it's been since those early days. Of the people I am interested in, a few are still on Twitter but posting less. Engagement has declined substantially, such as views, likes and replies. Some have gone to Mastadon, some to Substack, some are more active on Instagram. People have spread out to different platforms and I doubt they will return to Twitter. It's sad. Why have people left? Musk was the catalyst but some were already getting frustrated by the negativity and algorithms before his arrival. Musk was the final straw.

Twitter is already facing a class action suit for the previous round of redundancies in November 2022. This latest sacking will just add more people to that case but it seems that doesn’t phase Elon Musk at all. The platform is in chaos, which is a shame because I’ve always been quite fond of Twitter, but it’s a more unpleasant place to be with the return of pornography and banned characters like Andrew Tate. I think the shift is more of a change in habit for users though, who we are seeing turn up on Instagram and TikTok. These are different formats and offer a different experience so it’s probably more an indication that people want something different to what Twitter has to offer rather than a result of Musk’s behaviour itself.

If I'd paid $44 billion for a business that had lost more than 1.3 billion dollars in the last 12 years, I'd be doing exactly what Musk is doing - cutting costs and making the business sing for its supper.

Elon Musk is one of my favourite business personalities. He's a visionary, an innovator and a bit of a rockstar in the tech world. Some people even compare him to Tony Stark, which is pretty high praise if you ask me. Ah, the age-old question. As a social media junkie, I'm always keeping an eye on the latest trends and shifts in the landscape. And while Twitter has had its ups and downs, I don't think it's on its way out just yet. Sure, there may be some chaos and controversy but at its core, Twitter is still a great tool for communication, engagement and having a good time. In my experience, people who are leaving Twitter are often jumping ship to some of the newer, trendier social media platforms, like Instagram and TikTok. I think all of the platforms need to watch their backs in 2023, and expect the rise of Lemon 8.