US Conservatives are more and more fleeing Twitter and Fb to start out Parler
The mostly conservative user base of the Parler social media platform may be concerned about the results of the US presidential election, but the opposite is likely true of the company's owners – whoever they are.
According to Jeffrey Wernick, Parler's chief operating officer, the number of users on the platform rose from around 4.5 million members last week to around 8 million this week, from 500,000 two weeks ago to 4 million active devices. He added that daily active devices will increase approximately tenfold and session growth in the app will increase 20 times.
An explosion of growth for Parler was sparked by users who felt that Twitter and Facebook's recent moves to curb misinformation and hate speech were anti-conservative bias.
Social media advisor Matt Navarra told Adweek that platforms that are “alternative destinations” like Parler are “tarnished by the brush of being a place for those controversial, extreme views, opinions and content (the other platforms not allow and), so often many brands I would not want to be associated with something and would not come near it either. "
He added that it would limit the profitability potential of Upstart platforms modeled on Parler. "The market for advertisers and brands willing to part with money and connect with these platforms, the developers and influencers on them and the things they post is far smaller," Navarra said.
Parler was number 7 free iPhone apps in the United States on Nov. 7, before ranking first the next day, Sensor Tower mobile insight strategist Stephanie Chan told Adweek. For comparison: The app was number 1,023 on November 2nd, the day before election day.
The pattern was the same on Google Play, where Parler jumped from 486th in total app downloads on November 2nd to number five on November 8th, and topped the next day.
Sensor Tower estimates that the app was installed approximately 636,000 times in the Apple and Google App Stores in the US on November 8th. This is a record high for Parler, which dwarfs the previous mark of around 119,000 on June 26.
Brian Wieser, Global President of GroupM, Business Intelligence, did not specifically address Parler, but told Adweek, “In general, any ad inventory seller with a meaningful scale must ensure that it is branded safe in order to achieve scalability in ad sales . An open association with a party-political perspective can limit the attractiveness of a particular environment. "
While Parler's 8 million user base pales in comparison to Twitter's 187 million daily active users or Facebook's 1.82 billion daily active users, its advocacy of "free speech" makes it a home for prominent conservative voices like the presenter from Fox Business, Maria Bartiromo Ted Cruz, Senator from Texas, Former House Speaker Newt Gingrich, Sean Hannity, Fox News presenter, Mark Levin, White House Press Secretary Kayleigh McEnany, Rep. Devin Nunes of California, Brad Parscale, Director of Trump Campaign, and Eric Trump.
While outgoing President Donald Trump has no active profile on Parler, campaign advisor Katrina Pierson said last week that Twitter would become "irrelevant" if Trump joined the upstart platform, according to Newsweek.
I'm proud to be joining @parler_app – a platform that conveys what free speech is all about – and I look forward to being a part of it. Let's talk. Let's speak freely. And let's end the Silicon Valley censorship. Follow me there @tedcruz! pic.twitter.com/pzUFvhipBZ
– Ted Cruz (@tedcruz) June 25, 2020
How it compares to competitors
There are currently no ads running on the platform, and Matze said in an interview with Fox Business in June that Parler was not profitable. On the same day, he told Fortune that he intended to add advertising to the platform, along with an initiative to compare brands with Parler influencers posting sponsored content on their behalf, with the company making a cut. Parler has not updated its advertising plans.