AOPA abandons 85,000 followers on X
Here’s something bizarre:
AOPA is the lobbying group for general aviation, especially piston peasants (the Gulfstreamers have NBAA). Their membership is down by about half over the past 20 years, which eviscerates their lobbying power. As the U.S. population booms via low-skill immigration (Pew), members of Congress don’t want to bother with orgs that don’t have at least 400,000 members. Why would AOPA walk away from 85,000+ followers? My comment:
LinkedIn? Isn’t someone rich enough to own an aircraft supposed to be rich enough not to have to check LinkedIn regularly? TikTok? Are you sure that AOPA HQ staff have actually met a GA pilot? Did you hire some tween girls to run AOPA social media? Or maybe I missed the Garmin avionics partnership with Taylor Swift.
TikTok shows that they have only about 38,000 followers there. Similarly, they have fewer followers on LinkedIn than they do on X (about 61,000). I guess because GA pilots are so old, they do have over 200,000 followers on Facebook. But how tough is it to post at least the bigger stories on X simultaneously with the other social media systems? Presumably it can be done automatically, even without AI.
AOPA is important because, without them, any airport too small for a Pilatus PC-24 would be closed and turned into public housing for immigrants. Also, any aircraft smaller than a Phenom 300 would be excluded from ATC services so as to ensure plenty of capacity for the elite and the airlines.
Maybe California billionaires will step in and save AOPA. Democrat thought-leader Ro Khanna says they’ll be just as rich after a 5% haircut, which of course means that they can get another 5% haircut immediately afterwards and still be just as rich, which of course sets them up for Haircut #3… By the time the wise mandarins of Sacramento are finished, California’s Falcon 8X owners will be cut back to SR22-G2 fractional and, therefore, ready to join and support AOPA.
Can someone explain this? NPR sanctimoniously departed X during the Biden administration, but they had an endless river of taxpayer money to tap into and their loyal readers presumably got a lot of joy when they heard about Elon Musk being starved of traffic and ad revenue. But the typical AOPA member isn’t a progressive Democrat aligned with AOC and Bernie Sanders. How does AOPA benefit by leaving EAA, which already has twice as many members, as the dominant GA voice on X?
In the case the original tweet is memory-holed:
Update: AOPA reversed its decision. They said that they pulled back from X because engagement had fallen. But maybe their engagement has fallen because their X posts are lame? Here’s one that has no photo. It’s just a link to a page somewhere other than X:
Is it worth the click? Maybe, but the DC-6 doesn’t have anything to do with AOPA. Very few social media users follow links. They react to what they see in front of them. Compare to this WSJ post. Most people can get what they need to know out of it without following the link.
It’s trivial to ask Grok why AOPA has been such a failure recently on X. Excerpts from Grok’s full explanation:
They post like it is still 2015. Almost every item is a magazine lede plus an aopa.org URL. On the current X ranking, an off-platform link with no image is close to invisible. A post that says “click to leave this site” does not get likes, and likes are what get the next batch of impressions. The DC-6 post is the clean example: a crowd-pleasing airplane, no picture of the airplane.
They are not in the conversation. Aviation on X is replies, quote-posts, accident threads, MOSAIC and medical fights, airport threats, and people with airplanes in the photo. AOPA does not show up on breaking general-aviation news, does not answer members, and does not quote the FAA or a member of Congress. An account that does not reply gets treated as a brochure. They also went dark for more than two months, which is enough for the ranking system to stop showing an account to its own followers.
The topics are aimed at a different feed. A large share of the summer posts were event recaps, scholarship notes, “women in aviation” features, and high-school curriculum. Those can do fine on Instagram. On X, the pilots who actually reply want regulatory substance, airplane pictures, and a named human. EAA, the same day AOPA was walking back its exit, posted a C-5 photo and a taco joke and already had more likes than most of AOPA’s July posts ever reached.
The 80% drop is real and mostly self-inflicted. X did change the rules: links are down-ranked, replies and native video are up-ranked, Premium accounts get more distribution, and dormant accounts fall out of followers’ feeds. AOPA says it tried several formats. The samples that are still up are still link dumps, occasional TikTok-shaped video, and no conversation. Other platforms growing does not mean X emptied out. The exit post proved the opposite: when they wrote something people wanted to answer, the same 85,000-follower account reached 706,000 views.
They also do not appear to be paying for a checkmark. For an association this size that is a small, fixable distribution penalty, not the main problem.
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