Short-term activity contracted sharply week-over-week across usage, creation, and engagement. After a brief early-November acquisition spike, WAU has retraced to the low single digits, content supply fell to near-zero, and views declined to hundreds from thousands in Sep–Oct. Near-term health depends on restoring content supply and converting the recent cohort of new users into weekly actives.
Period basis: week (WAU)
Lookback: 52 weeks
Week ending: 2025-11-16
Metric | Current | Previous | WoW % | 4W Avg | 12W Avg |
|---|---|---|---|---|---|
WAU (active_users) |
4 |
10 |
-60.0% |
~7.0 |
~8.6 |
New users | 25 | 42 | -40.5% | ~30.0 | ~13.3 |
Newsletter sends | 6 | 17 | -64.7% | — | — |
Notes:
Despite the WoW drop, new-user acquisition remains well above the 12-week average (~30 vs ~13), pointing to recent acquisition campaigns (e.g., newsletters) still lifting top-of-funnel.
WAU continues to drift down (4W avg ~7 vs 12W avg ~8.6), indicating activation/retention is not keeping pace with acquisition.
WAU has been consistently low (single digits to teens), peaking around late August (~18). The past month shows a clear downshift to mid/low single digits, culminating at 4 this week.
New users surged in late Oct–early Nov (48 → 42) and remain elevated vs historical baselines, though they declined to 25 this week. The recent acquisition lift hasn’t translated into sustained WAU.
Metric | Current | Previous | WoW % |
|---|---|---|---|
Assets created | 0 | 14 | -100.0% |
Public assets | 0 | 11 | -100.0% |
Private assets | 0 | 3 | -100.0% |
Monetized assets | 0 | 0 | 0.0% |
Views | 623 | 839 | -25.7% |
Comments | 3 | 7 | -57.1% |
Reactions | 1 | 3 | -66.7% |
Additional context:
Views 12-week average was ~5,016; this week’s 623 is ~88% below that pace, reflecting both lower content supply and weaker distribution.
Engagement (comments, reactions) remains small in absolute terms and declined alongside views.
Content creation shows a spiky pattern: large bursts in Aug–Oct (including multiple 600–1,000+ weeks) followed by a sharp pullback. The latest week fell to 0, suggesting supply-side disruption (paused imports, creator inactivity, or process failures).
Consumption mirrored supply and distribution: sustained highs in Sep–Oct (5k–10k weekly) gave way to a rapid decline since late Oct. Recent weeks stabilized in the hundreds, well below the 12-week average.
Engagement events remain volatile and low-volume, with brief spikes during higher-traffic weeks. The latest week declined alongside views and assets.
Acquisition up, activation down: Early-November user acquisition spiked (newsletter sends 19 → 17; new users 48 → 42), but WAU is falling (10 → 4). Hypothesis: onboarding or early-value discovery is weak. Action: instrument and test first-session flows, prompt-to-follow/subscribe, and immediate content recommendations; track D1/D7 activation.
Supply-side disruption likely: Assets fell to 0 this week after a long run of spiky supply. Hypothesis: ingestion/import jobs paused or creator pipeline stalled. Action: audit ingestion processes and creator schedules; establish alerts for supply dips; diversify sources to smooth volatility.
Distribution decay: Views are ~88% below the 12-week average. Hypothesis: reduced newsletter cadence (17 → 6), weaker external referrals, or down-ranked placements. Action: restore consistent sends, cross-post highlights, and test subject-line/thumbnail variants; re-seed top-performing assets.
Engagement ceiling: Comments and reactions remain sparse, suggesting low interaction intensity even when views were high. Action: add lightweight reactions, end-of-asset prompts, and creator replies to bootstrap threads; surface social proof (“most discussed this week”) to encourage participation.
If helpful, I can break down activation metrics (e.g., WAU/new-user cohort activation by week) or content-level performance drivers (views-to-engagement rates by asset category) next.
On this page
This post covers platform trends from 2024 week 47 to 2025 week 46. In the short term, activity dropped sharply across usage, creation, and engagement. After a brief spike in early November, weekly active users (WAU) fell to the low single digits, new user adds remained higher than recent averages but still slipped to 25 this week. Content creation essentially stopped (0 assets) and public assets also dropped to 0, while views fell to 623 and engagement (comments and reactions) stayed low. The 12‑week average shows much stronger activity in prior months, especially for views, but the current week is far below that pace.