Ever since its inception in 2006, just two years after the birth of Facebook, Twitter has grown into one of the most popular social media platforms for individuals and brands alike. The platform has been the go-to for politicians, celebrities and social media marketers who wish to voice their opinions and supplement their online marketing efforts.

But the flipside of the coin isn’t so pleasant for Twitter. The social network has more than 300 million active users, but many believe it is dying a slow death. Here are a few reasons why:

Posting limitations

Twitter has always placed certain limitations on its users when it comes to the content they post. The digital advertising platform once allowed users to post content of only 140 characters, which has now increased to 280. Despite this upgrade, some users continue to feel the lack of freedom to express more openly. Although sharing videos, images, polls and non-text information on Twitter is the same as other platforms, the character limit surely ruins the fun.

Increasing number of fake accounts

The prevalence of fake accounts has always been a pressing problem for Twitter. It can be confusing for anyone to figure out the real deal with these accounts. However, the 2018 “Twitter Purge” helped clear out these accounts to some extent, but the problem has not been rooted out yet. Twitter has also been facing the issue of spam bots, whose objective is to promote their links and products. Despite many efforts to eliminate them, several of these automated programs exist on the platform.

Lack of newness

It’s evident that Twitter has remained unchanged over the years. Some new features have been implemented here and there, but most of them have been around for years. When compared to Facebook, which has received major overhauls, Twitter brings few regular updates and follows the decade-old newsfeed algorithm. Online marketing is driven by innovation, and any lack of it can cause brands to go spiraling down. Hence, users are now switching to social media platforms that stay abreast of the latest trends.

Meager advertising options

A key metric for advertising success is reach. And Twitter doesn’t hold a candle to much larger brands, such as Facebook and YouTube, when it comes to the number of users it has on its platform. Then you also have to call into question whether or not it has the ability to get strong ad results. Just how effective can a promoted Tweet be? Even with trying out new ad formats, like carousel ads, Twitter’s ad options seem to be dull in comparison to other social media platforms.

The bottom line is: if Twitter doesn’t address these concerns, the time isn’t far when it slips into the past.