Hello Everyone,

First post here.

I am a junior data analyst for a firm in London and one of my clients is noticing a shift in Twitter impressions. We are in charge of creating daily content for this client on twitter (posts, quizzes, threads, etc). We have been working with this client for nearly 2 years now, and the content we have been creating hasn't changed much. I did a content analysis between the years of 2021, 2022 and found that character count, post content, images and post replies).

In May of this year (2022), we noticed a significant drop in impressions. On a Year on Year perspective, in 2021, we were having well over 1 million impressions, where as now in 2022, we are maxing out at 500k impressions with a a norm of 250k. Needless to say, this was a significant drop in impressions from the previous year.

As this is coming from our content team, all of this falls under Organic Social, as such, none of the impressions were paid for. So the question I have is if anyone knows what could cause this drop in impressions? Was there a change in the algorithm? I am all ears to possible reasons for this shift in impressions.

Many thanks and cheers and advanced,
-joshuahickman1987