EFF leaves X as publishers question referral value

Summary

EFF said it left X after steep declines in post impressions, as debate grows over the platform’s value in driving publisher traffic.

Why this matters

The shift could affect how publishers, nonprofits, and other organizations distribute information online. It also highlights broader concerns about shrinking referral traffic from major platforms.

The Electronic Frontier Foundation said Thursday that it was leaving X after declines in the reach of its posts, adding to broader questions about the platform’s value for publishers and nonprofits.

In a blog post, EFF social media manager Kenyatta Thomas said the group had been on the platform for nearly 20 years and did not make the decision lightly.

In 2018, EFF’s posts on Twitter received between 50 million and 100 million impressions per month, Thomas wrote. By 2024, its roughly 2,500 posts on X generated about 2 million impressions per month. Last year, EFF’s 1,500 posts received about 13 million impressions for the year.

“To put it bluntly, an X post today receives less than 3% of the views a single tweet delivered seven years ago,” Thomas wrote.

EFF said it would continue posting on Facebook, Instagram, TikTok, YouTube, and other open social web platforms, adding that using a platform does not amount to an endorsement.

EFF joined other organizations that have stopped using X, including news publishers such as NPR, PBS, The Guardian, and Le Monde.

Debate over X’s ability to send traffic to publishers intensified this week. Over the weekend, X head of product Nikita Bier and data analyst Nate Silver disputed whether the platform still drove meaningful traffic to publishers.

Bier argued that publishers should post in ways that encourage conversation on X instead of using the platform mainly to share headlines and links. Silver said those efforts still produced little off-site traffic. “The conversion to off-site traffic is very middling,” Silver wrote on X. “Maybe 2-3% of the readership for a Silver Bulletin article instead of ~1%.” He said Twitter previously sent FiveThirtyEight about 15% of its traffic.

Musk rejected Silver’s analysis, calling his data “bullshit” in a reply.

A Wednesday Nieman Lab analysis of 200 recent posts from each of 18 large publishers broadly supported Silver’s assessment. It found that publishers posting links on X generally saw weak engagement, including on later posts. Nieman Lab said that did not necessarily mean X was reducing the visibility of link posts, because the company has said it stopped doing that.

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