 Twitter might be destroyed and here's why. In this video we will discuss how Twitter is on a very dangerous path and could be destroyed if major decisions are not taken. In this video we'll go through the ways Twitter could face major systemic problems if the wrong route is taken and conversely how Twitter could benefit from the recent developments. Please smash the like button and hit the subscribe button and let's get right on to this video. There is some key components on why Twitter could fall fast or fall slowly. These include but not limited to slow user growth, not enough users spending time on the platform, flawed advertisement services, competitive industry, people turning to video and graphic format over text format, for example YouTube, Instagram and TikTok, infested with misinformation, stifling of free speech on a platform, as Elon puts it effectively, the town square, per source of traffic comparatively, the amount of traffic that Twitter drive to a website can be quite low when compared to Facebook, per source of conversations comparatively. Twitter is shown to have a much lower rate of conversation when compared to other social media and marketing efforts. People's tweets get lost in spam, it's hard for users to grow on Twitter compared to other social media platforms. So these are some of the flaws of Twitter. However, there is no mistaking that Twitter is a huge company, so let's go through some of the positives that could happen. If Elon Musk takes over Twitter, this could lead to positive changes for the company. What we know is Elon Musk has acquired over 9% in Twitter, becoming one of its largest shareholders and is attempted to launch a hostile takeover bid to take over the ownership of the company and turn it from public to private. His aim is to democratise the platform and provide further free speech. He wants to change the platform, he wants also tweets to get promoted based upon their rankings. He wants to ensure the algorithm is more transparent so that people don't feel that tweets are being shadow banned or blocked from being seen in anywhere. The problem is, if the hostile takeover bid of the company doesn't go to plan and he is not able to obtain ownership, there is two aspects that could happen. Be contempt with the amount he has in terms of his shareholdings and possibly grow that position or, for the more interesting one, start a new social media platform of his own. With this new social media platform, he could raise enormous amounts of capital and provide a clearer vision of free speech, transparency in algorithms and fair promotion for content users. This value proposition could be stronger than what Twitter currently provides because it's taking the problems of Twitter and fixing them with a new platform and potentially providing something far more superior. I've done a bit of research on Twitter and there is a positive in the MSTMT Conference 2022 transcript in some of Twitter's documentation. We're currently piloting playable ad formats really popular with gaming customers who are putting app ads in contextual locations like Twitter conversations. So really there's a lot of iteration happening on the app side of the business. So with that said here, ultimately if they are able to provide a more effective advertisement platform, the more revenue which could be potentially generated for Twitter. Now there is some problems of Twitter being a massive company and having millions of users. The amount of monthly users Twitter has totals the sum of 217 million, however Twitter faces a huge problem and also has failed to grab users attention and keep it for long periods of time. Whereas the average TikTok user spends 48 minutes on the short video app and Facebook users spend 33 minutes on the site. Twitter users spend about 10 minutes a day on the platform according to recent estimates by Angel Azino analysis of CFRA research. This means that on Twitter people are not using the platform regularly enough and the screen time they spend on the platform is the. This can then affect revenue into the long term future of the company because less screen time means less adverts being shown and less adverts means a potential worse of revenue. This means that if Elon takes over Twitter he can create a more engaging platform to increase the amount of time people spend on Twitter. Or if not he can start his own social media platform and due to one screen time on Twitter users may be more prone to switch over to a new social media under Elon Musk, a sort of Twitter 2.0 with major improvements. Especially if what Elon is promising is more accountability, free speech and transparency. These values could tab a charge of this new social media if he does decide on that path. Twitter is now on a very difficult position. If it accepts Elon Musk's offer then Twitter will undergo major changes in the company structure and also the platform's operations. However if they are unable to come to a solution then Elon might decide to start his own social media company to rival Twitter and this could cause problems drawing users away from Twitter to this new platform. This could potentially destroy Twitter in the long term especially if the new social media is trying to provide a better value proposition that is similar to Twitter. A final aspect is the marketing. There is a media frenzy over the news and no doubt if Elon Musk decided to set his own social media up the media would be covering the story which is free advertisement and ultimately this new social media will spread through word of mouth. Elon Musk's innovative background which if he did form his own social media he could offer some new innovations to the platform that could enhance its competitive advantage and give people a reason to choose his platform over other social media platforms. Thanks for watching the video please see on screen now another thought provoking video and please click on that to watch. Smash the like button. If you enjoyed this please make sure to leave a comment and let us know what do you think will happen. Do you think Elon Musk will take over Twitter or do you think that he should just start his own social media company?