“X is a flop a year later – Paris Hilton saves”.

There’s little that’s surprising about Elon Musk’s flailing X. Now, a year after he finally bought the platformthe data is available and the result is to be expected: X is not doing so well.

SimilarWeb reports that global web traffic to the platform decreased across nearly all areas of the platform between September 2022 and last September. For example, global traffic to the platform on desktop fell 14% year-over-year, while mobile traffic on iOS and Android combined remained at 17.8% in the US

SimilarWeb points this out Musk’s never-ending flame war with the media probably won’t help his case. Lastly, the billionaire Headlines removed from links shared on X, which calls into question its place as the “global town square” and bastion of free expression that Musk continually touts it as. On the bright side, page views of Musk’s own profile and posts have increased by 96% in the last year.

“The downturn is not just affecting X, other leading social networks are also seeing negative comparisons,” David F. Carr, senior insights manager at SimiliarWeb. “Overall, traffic to the top 100 social networks and communities that Similarweb tracks fell -3.7% year-over-year in September.”

At the same time TechCrunch Reports X selected Paris Hilton as a celebrity endorsement. The platform has developed a custom X icon with the celebrity and entrepreneur that is only available for Premium subscribers. The symbol is bright pink with glitter and is apparently the first in a long series of collaborations between X and 11:11, Hilton’s media company. Hilton will also reportedly work with X on live video, live commerce and live audio, according to the outlet.

Musk officially took over the Twitter/X platform in October last year and things have been going downhill ever since. Tesla’s CEO made a series of bizarre decisions to upend much of the digital infrastructure the platform had built over the past decade and a half. Last April, court documents revealed that Musk changed Twitter Inc.’s corporate name to X Corp. renamed. The platform itself eventually became known as X after the URL began redirecting to in the past Summer.

Since the renaming, Musk has recently admitted Users can limit answers to only those with blue checkmarks And The mechanism has been disabled so that users can report inaccurate content. The billionaire also named former NBC advertising executive Linda Yaccarino as the company’s CEO was forced to clean up the mess left behind by Musk’s attempt to create a website for everything.

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