Elon Musk seems confused about low Twitter engagement during the summer

2025-04-28 04:32:02admin

Elon Musk seems confused by what people do during the summer.

On July 30, 2022, Musk logged on to Twitter dot com with an important observation.

This Tweet is currently unavailable. It might be loading or has been removed.

"Interaction with almost all twitter accounts seem to be much lower in recent weeks & days," Musk tweeted. "Accurate?"

Many usersin Musk's repliesseemed to have agreed.

This Tweet is currently unavailable. It might be loading or has been removed.

Musk's tweet about low engagement on Twitter – with its 7,532 retweets, 1,512 quote tweets, and 125,344 likes – seems to have struck a nerve. It's unclear exactly what the Tesla CEO was trying to get at. However, based on Musk's previous vocal opinions about "free speech," bans, and censorship on social media platforms, it's clear how his followers were taking it.

Something nefariousis afoot.

Many Musk faithful assume Twitter, the company that Elon Musk apparently pretended to want to buy and is now suing the billionaire over backing out of the signed deal to acquire it, is to blame for their tweets not receiving more interactions.

Mashable Light Speed Want more out-of-this world tech, space and science stories? Sign up for Mashable's weekly Light Speed newsletter. By clicking Sign Me Up, you confirm you are 16+ and agree to our Terms of Use and Privacy Policy. Thanks for signing up!

Is Twitter shadowbanning specific, ostensibly pro-Musk, users? Shadowbans are basically when a social media platform demotes accounts or specific content in its algorithm so they reach fewer users. Others questioned if Twitter was hard at work removing all the fake accounts and bots thanks to Musk's complaint (and his excuse as to why he wants to back out of his legally binding $44 billion contract with Twitter.)

Here's the truth. The reason you may be seeing less engagement on Twitter in July 2022 is because the Earth is conspiring with the Sun and its affecting the weather.

This is called Summer.

The Northern Hemisphere of the Earth experiences this phenomenon during the months of June, through September. Days begin earlier and nightfall comes later. July, smackdab in the middle of that period, is often the hottest month of the year. Many people go outside to enjoy the warm weather and take part in outdoor events. Music festivals, barbecues, beach trips, and visits to the theme park are popular summer activities. People step away from long days working on their computers at their office desks, log off, and go on vacation.

SEE ALSO: Elon Musk, the hype man who rarely delivers.

"In past years, entire industries saw summer slumps -- or seasonal dips in sales or web traffic," wrotePamela Bump, manager of content growth at HubSpot, in a 2021 report on this phenomenon.

Related Stories

Tesla now has its very own lane at the U.S.-Mexico border for some reason
It's official: Twitter sues Elon Musk for backing out of takeover

The report, published in July 2021 and updated the following September with additional data, compared last year's summer internet slump with the summer slumps from previous years. The only industry that didn't experience a web traffic downturn was leisure and hospitality because, obviously, people were using the online businesses in that field to plan trips and getaways. Post-COVID, that summer internet traffic slump appears to increase as individuals look to get out of their houses and make up for those lost summer getaways during the heights of the pandemic.

This isn't a new trend, and it's not relegated to just Twitter, either. A 2013 studyby the social media analytics firm Fanpage Karma found that interactions on Facebook posts increased by 42 percent on average when there was bad weather compared to when there was good weather. A rainy day on a summer weekend could increase Facebook post interactions by as much as 90 percent.

There has been data showingthat mobile web use – people surfing the web via their smartphones – has increased during the summer in recent years. But, people are most likely logging into their social media profiles to talk about their summer activities, not Elon Musk's latest tweet complaining about the lack of sexhe's been having.

This Tweet is currently unavailable. It might be loading or has been removed.

"We’re seeing a 220% increase in conversations about music festivals during the summer," says Twitter, in a Twitter Insights blog postfrom the company's marketing department. Twitter finds that the type of conversations currently trending on the platform involves "summer anticipation and prep." Many users are focused on the summer activities they're experiencing or are excited about.

So, historically, as a result of SUMMER, many websites, platforms, and online businesses see a decrease in traffic. But, if it helps with your engagement numbers, Elon, I guess we can all pretend you're being shadowbanned by the sun.