An icon in the shape of a person's head and shoulders. It often indicates a user profile.It's been less than a year since he bought it, and Elon Musk's Twitter is already well on its way to suffering a fate worse than death — irrelevance.
The platform, which Musk promised to turn into a free-speech, bot-free haven, is glitchier, bottier, and spammier than ever. In May, when Gov. Ron DeSantis of Florida announced his presidential candidacy on Twitter, a parade of malfunctions turned what should have been a historic moment for the company into a mess. Twitter hasn't even been able to hold it together during the news-making events it's known for — such as while.
Twitter is at its core an advertising business — the last public financials showed that over 90% of its revenue came from ads. To succeed in that business, it needs both the users who generate content and the clients who buy ads to believe it is a stable, reliable place. If an advertising platform can't be trusted during the Super Bowl of advertising — the Super Bowl — then what good is it?
And now there is growing competition. On Thursday — a couple of weeks after Musk challenged him to a cage fight — Mark Zuckerberg's Meta launched Threads, a social-note site fused with Instagram. In less than 24 hours, Threads had over 30 million users, including Rep. Alexandria Ocasio-Cortez, Jennifer Lopez, and Steph Curry. For Musk, this should be more embarrassing than getting wrecked in the ring.
Musk has said he might turn Twitter into an"everything app" — a one-stop shop for anything from ride-hailing to shopping. But what's more likely is that he will turn it into former President Donald Trump's Truth Social — a digital megaphone for a single, raging narcissist and all the people who fawn over him.
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