Trump's blog isn't lighting up the internet

Four months after former President Donald Trump was banished from most mainstream social media platforms, he returned to the web last Tuesday with “From the Desk of Donald J. Trump,” essentially a blog for his musings.

A week since the unveiling, social media data suggests things are not going well.

The ex-president’s blog has drawn a considerably smaller audience than his once-powerful social media accounts, according to engagement data compiled with BuzzSumo, a social media analytics company. The data offers a hint that while Trump remains a political force,...