The Decline of Engagement: How X's Numbers Have Plummeted

In a move that has sent shockwaves through the digital landscape, the Electronic Frontier Foundation (EFF) has announced its departure from X, citing a significant decline in engagement and traffic. This decision

At the heart of this crisis lies a critical question: can X still drive meaningful traffic to publishers? This inquiry has sparked a heated debate between Nikita Bier, X’s head of product, and Nate Silver, data analyst and founder of FiveThirtyEight. According to NiemanLab’s report, adding links to X posts is actually detrimental to engagement.

EFF’s social media manager, Kenyatta Thomas, revealed that the organization’s 2,500 posts on X generated around 2 million impressions per month in 2024, a far cry from its peak of 50-100 million impressions per month in 2018. This precipitous decline underscores the platform’s struggles to maintain its relevance.

The EFF’s decision to leave X is not taken lightly, as it has been an integral part of the platform for nearly two decades. However, the organization believes that its presence on other platforms like Facebook, Instagram, TikTok, and YouTube will better serve its mission.

The debate surrounding X’s traffic generation highlights a crucial issue in today’s digital landscape: the importance of engagement. As AI usage continues to rise, publishers are facing declining referrals from search engines and Facebook, leaving them vulnerable to financial pressure and layoffs.

X’s struggles have been further exacerbated by its recent shift towards conservative influencers and low-quality content. Nate Silver’s analysis has shown that even when he takes steps to generate on-platform discussion, the conversion rate for off-site traffic is relatively low, at around 2-3%. This stark reality underscores the challenges faced by news organizations seeking to leverage X as a viable source of traffic.

In response to this crisis, X’s head of product, Nikita Bier, has urged newsrooms to rethink their approach to the platform. He argues that they should be posting in a way that encourages conversation on X, rather than simply using it as a news feed to publish headlines and links. However, data analyst Nate Silver remains skeptical, pointing out that even when he takes steps to generate engagement, the traffic generated is meager.

As the debate rages on, one thing is clear: X’s decline in engagement has significant implications for publishers and the digital landscape at large. As we navigate this changing landscape, it will be crucial to reevaluate our strategies and adapt to the shifting tides of online consumer behavior.

Source: https://techcrunch.com/2026/04/09/eff-is-the-latest-organization-to-leave-x/