At the heart of the issue is what Joshua Tucker, co-director of the NYU Center for Social Media and Politics, terms “network effects”. “Social media sites are more valuable to you the more people are using them. Like a phonebook, it’s of no value if it only has one name in it,” he said.
Part of Truth Social’s problem was that it set out to exclude a large part of the political spectrum. “They went after the Maga portion of the population, so they were starting with one hand tied behind their backs,” Tucker said. “It’s a tough sell, even before the problems of the launch and rollout.”
Yet Trump has been routinely under-estimated in the past, said Tucker, “yet he somehow seems to lend being a fairly unsuccessful business person to being an incredibly successful political candidate”.
Truth Social was created to counter what many conservatives deride as “cancel culture” censorship from the left. But because of its conservative dominance
Trump’s social media platform has become medium for “trolls, self-declared and self-made experts, conspiracy theorists, attention-seekers of all stripes”, said Mark Federman, of the University of Guelph-Humber.
“Trump’s motivation for Truth Social was to … take control of his voice amplification.
That’s failed, so he’s had to admit defeat,” he added.