President Donald Trump's engagement on Twitter has steadily dropped since his inauguration despite adding 40 percent more followers, Huge DC reported.
Though part of Trump's falling engagement — replies, retweets, likes — can be attributed to tweeting less, his average engagement per tweet has dropped 66 percent since taking his office, from 206K engagements to 71K, according to the analysis.
Further, Huge DC says support for Trump's messaging is waning, too. What was 77 percent likes is now down to 64 percent favorability.
The analysis, according to Huge, is that Trump's "agitated" tweets have steadily dropped while "prepared" - vis-à-vis ostensibly written by someone else — have steadily increased.
"Agitated" is Trump at his authentic best, which won him the election. Huge speculates that the president's audience is turned off by any voice that isn't his own.
"A vacillating voice by day of the week is not suggestive of a new strategy being phased in, but of two competing editorial strategies for the same account," according to Huge.
"During business hours, the president's Twitter account sounds more like an official White House account. During the early morning and on weekends when the president is left to his own devices, it reverts to a personal account. Are we watching a tug of war over the voice of the president's Twitter? The data indicates this is a possibility."
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