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Super Bowl Traffic

Super Bowl 2024 broke records, with X claiming huge success on its platform. However, data suggests a significant portion of that traffic may have been fake.

Fake Traffic

CHEQ, a cybersecurity firm, analyzed traffic from X to advertisers’ websites during the Super Bowl weekend. A whopping 75.85% of the traffic was deemed fake, a level never seen before by CHEQ.

Comparison to Other Platforms

Compared to other social media platforms, X’s fake traffic was much higher. TikTok, Facebook, and Instagram had significantly lower fake traffic rates, with TikTok at only 2.56%.

Ongoing Bot Problem

X’s bot problem extends beyond the Super Bowl. CHEQ’s data for January 2024 shows that 31.82% of traffic from X was fake, much higher than other platforms.

Elon Musk’s Impact

CHEQ believes X’s bot problem has worsened since Elon Musk took over. Changes such as the introduction of X Premium and layoffs in the Trust and Safety team may have contributed.

Advertiser Concerns

Advertisers are concerned about paying for fake traffic. X has struggled with advertisers since Musk’s takeover due to hate speech and other inappropriate content.

Trust and Safety Measures

X is reportedly opening a Trust and Safety center and hiring 100 employees to address advertiser concerns. However, the bot problem suggests that X’s issues go beyond content moderation.