A Personal Playground for Self-Promotion and Influence

Since Elon Musk took ownership of Twitter four months ago, the social media platform has become his personal playground. As the billionaire promised to restore "free speech," Twitter users expected some changes. However, many were surprised by the extent of the sweeping modifications that Musk has made to the platform to benefit himself.

  • This week, Platformer reported that Twitter had made significant algorithmic changes at Musk's behest, resulting in users seeing his tweets first
  • The billionaire was concerned about declining engagement after his tweet backing the Philadelphia Eagles in the Super Bowl performed poorly compared to President Biden's
  • Twitter's remedy was to push Musk's tweets to the top of users' feeds, a move that did not go unnoticed by the Twitter community

Twitter's public data confirms that Musk's tweets were driving massive engagement late last year, with one tweet alone garnering over 1 billion views on Dec. 18. On a typical day in December, his tweets were shown 231 million times. However, between Jan. 1 and the Super Bowl, that number dropped off significantly, with Musk's tweets being shown only 137 million times on average. After the recent artificial boost to his posts, Musk's tweets are now being viewed around 400 million times per day, according to an analysis by The Washington Post. Musk has been able to bend Twitter to his will in ways that might be less feasible at Tesla, where he serves as CEO and the company has a corporate board.

Changing The Business At Its Core

Twitter recently made a significant change to its user interface by implementing an algorithmic feed, similar to popular apps like Instagram and TikTok. This is a major departure from its previous chronological structure, which defaulted to displaying the latest tweets.


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Photo by Vlad Tchompalov on Unsplash.