The swill Truth Social serves attracts only a fraction of what Twitter does. Google has yet to approve downloads of its app from the Play Store over moderation issues, blocking it from 40 percent of the smartphone market. It lost $6.5 million in the first year and seems unable to pay its bills. But worst of all, the merger plan that would give it a stock market listing and the $1.3 billion it hoped to raise has stalled.
Once upon a time, Trump fed his 89 million Twitter followers a several-times-a-day mash of insult, provocation and bombast. But he has attracted only an estimated 3.9 million to his Truth Social account, making him one of the biggest social media flops of the decade. Where did the magic go? Why have Trump’s followers forsaken him? Truth Social is doomed.
The power of the office endowed Trump tweets with muscle that could move financial markets, bury political careers, inspire death threats against his enemies and make the press snap to attention. But exiled to Mar-a-Lardo and denied his social media accounts rendered him just another celebrity squeaking noises from a tiny soapbox. When his profile shrank, he became easier to ignore.
Trump’s inability to convene a large-scale audience on Truth Social we learned in miniature from the failure of his mid-2021 blog, which he killed after 29 days. Like most media figures, Trump needs the boost of the network effect provided by Twitter (or CNN or Fox News Channel) to build a mass audience. All by his lonesome, he’s just a carny barker on a lightly trafficked midway shouting invitations to his freak show.
Trump’s followers were either agnostic about his tweets or politically hostile to them. Many followed him just to stay in the know or for the hate clicks.
Nothing about Truth Social’s disastrous beginnings should surprise us. Donald Trump has proved himself again and again to be a wreck of an entrepreneur. Steaks, his university, water, an airline, casinos, the USFL, a mortgage company, vodka — the list reads like a guide on how not to succeed in business. Associating Trump with a new venture has become a business death wish.
But in his post-presidency and especially in the weeks following the Mar-a-Lardo search and investigation, the show has gone stale. Vainly, he has sought to top himself by sharing QAnon-related material on Truth Social, denouncing the FBI like a madman trapped in a bunker, and calling for his reinstatement as the “rightful winner“ of the 2020 election. He’s become a carnival geek biting the heads off of snakes.
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