In the spring of 2023, several American radio stations decided to leave Platform X, which at the time was called Twitter. But six months later, they did not notice a significant drop in their traffic, writes NienmanReports.
First of all, it is the largest non-profit radio network in the United States called NPR (National Public Radio). Due to a conflict with Twitter, it stopped publishing posts on the platform in April. And its last update directed users to the app and NPR’s accounts on other social networks.
Many stations in the United States soon followed the example. KUOW in Seattle, LAist in Los Angeles, and Minnesota Public Radio, among others, left Twitter. And they didn’t lose anything by doing so.
According to a memo circulated among NPR employees, the network’s traffic dropped by only 1% after the spring events. Other media outlets also said that the platform was not worth the effort.
“It made up so little of our web traffic, such a marginal amount,” says Gabe Rosenberg, audience editor for KCUR in Kansas City.
However, Twitter is not just about clicks. The platform was an important link for media outlets to communicate and build their reputation. This was especially true during important events, such as protests. And radio stations felt it, but still did not return to the platform. Instead, they began to develop other channels of communication with users.
KCUR, for example, has created a live blog and is focusing on posting on other social media, including Instagram. Meanwhile, NPR is experimenting with a new app called Threads, which was launched in July.
Earlier, it was reported that traffic to the world’s leading news sites from Facebook and X social networks has rapidly decreased over the past year. This trend means that the business models of websites that depended on social media clicks are now disrupted.