User Migration across Multiple Social Media Platforms (2309.12613v2)

Abstract: After Twitter's ownership change and policy shifts, many users reconsidered their go-to social media outlets and platforms like Mastodon, Bluesky, and Threads became attractive alternatives in the battle for users. Based on the data from over 14,000 users who migrated to these platforms within the first eight weeks after the launch of Threads, our study examines: (1) distinguishing attributes of Twitter users who migrated, compared to non-migrants; (2) temporal migration patterns and associated challenges for sustainable migration faced by each platform; and (3) how these new platforms are perceived in relation to Twitter. Our research proceeds in three stages. First, we examine migration from a broad perspective, not just one-to-one migration. Second, we leverage behavioral analysis to pinpoint the distinct migration pattern of each platform. Last, we employ a LLM to discern stances towards each platform and correlate them with the platform usage. This in-depth analysis illuminates migration patterns amid competition across social media platforms.

• The paper shows that influential Twitter users with high engagement metrics migrated to alternative platforms following major policy changes.
• The analysis reveals distinct migration patterns, with Threads experiencing a short-lived surge while Bluesky complements ongoing Twitter activity.
• The study uses statistical methods to uncover varying brand loyalty, highlighting consistent user commitment on Mastodon compared to fluctuating ties with Twitter.

User Migration Across Multiple Social Media Platforms

The research presented in this paper provides an empirical investigation into user migration across social media platforms following a significant policy shift at Twitter. In the wake of ownership changes and the introduction of new policy measures, platforms such as Mastodon, Bluesky, and Threads became attractive alternatives for Twitter users. Drawing from the data of over 14,000 Twitter users who migrated within the initial eight weeks following the launch of Threads, this paper offers a comprehensive analysis of user migration patterns, delineating distinctive user characteristics, migration trajectories, and competitive dynamics among these platforms.

Key Findings

1. Distinguishing Migrant Groups: The paper unveils that individuals migrating to Bluesky, Threads, or Mastodon were generally those with substantial established presence and influence on Twitter. Notably, migrants to Threads and Bluesky exhibited higher engagement in terms of social connections and listed memberships than those migrating to Mastodon or remaining on Twitter. The analysis of influence metrics, leveraging established measures, highlights that migrating users often have higher mean influence scores compared to non-migrants, suggesting that Twitter's more influential users seriously consider alternative platforms.
2. Migration Patterns: Through the analysis of temporal migration patterns, the paper identifies a nuanced understanding of the inter-platform dynamics. For instance, the platform Bluesky benefited from a complementary relationship with Twitter, while Threads initially experienced a short-lived surge in user activity owing to the "shiny object effect." Mastodon, however, maintained a consistent user base that largely operated independently of Twitter, highlighting a clear demarcation in user engagement with minimal overlap.
3. Platform Relationships: The analysis of relationships using statistical methods like Yule's Q indicates varying degrees of association between Twitter and its competitors. The relationship between Twitter and Bluesky is complementary, as evidenced by the increasing number of users active on both platforms. Meanwhile, Twitter's association with Threads and Mastodon indicates fluctuating dynamics, particularly following significant announcements such as Twitter's rebranding to "𝕏".
4. Implications of Migrants' Brand Loyalty: The stance analysis uncovers that many users express a lack of brand loyalty towards Twitter, despite its widespread usage. This paradox suggests that user inertia towards Twitter is driven more by habit and lack of compelling alternatives rather than satisfaction. Mastodon migrants notably expressed greater brand loyalty towards their new platform. The analysis further illustrates the distinctive rhetoric and cohesion in community interactions among loyal and disloyal migrants.

Implications and Future Work

The findings of this paper hold significant implications for social media platforms and theorists studying digital migration. Practically, this research informs platform developers about user retention challenges and the factors influencing user loyalty and migration behavior. Theoretically, it enriches the discourse on digital social behavior, providing a framework to understand the dynamics of virtual communities amidst platform transitions.

In terms of future work, the paper identifies several avenues for exploration. One potential direction is a deeper investigation into the nexus between user attitudes and platform owners. Furthermore, exploring structural determinants of brand loyalty on digital platforms, such as user interface design, prevalence of information disorders, and social media fatigue, can offer valuable insights. The authors also propose the development of longitudinal studies to examine migration patterns over extended periods, capturing the nuance of temporal shifts initiated by platform policy changes.

In closing, this paper contributes a substantial analysis of user migration across multiple platforms in response to Twitter's operational transitions. By dissecting the multifaceted dynamics of digital migration, the paper sets the stage for future research at the intersection of social media studies and user behavior analytics.