Key Insights
Essential data points from our research
X (Twitter) has approximately 556 million monthly active users globally
63% of Twitter users worldwide are between the ages of 35 and 65
The United States has the highest number of Twitter users, exceeding 95 million
Tweets with one hashtag generate 29% more engagement than those without
Tweets with more than two hashtags see a 17% drop in engagement
The best time to post on Twitter is generally Fridays from 9 a.m. to 12 p.m.
Tweets with fewer than 100 characters get 17% higher engagement
Using 1-2 emojis in a tweet can increase engagement by 25%
Tweets with GIFs gain 55% more engagement than those without
82% of users watch video content on Twitter
Tweets with video get 10x more engagement than those without
93% of Twitter videos are viewed on a handheld mobile device
Twitter’s advertising revenue reached $4.73 billion in 2022
53% of people on Twitter are more likely to be the first to buy new products
Ad engagement on Twitter increased by 35% in 2022
Advertising & Business
- 1Twitter’s advertising revenue reached $4.73 billion in 2022
- 253% of people on Twitter are more likely to be the first to buy new products
- 3Ad engagement on Twitter increased by 35% in 2022
- 4Cost-per-engagement (CPE) for Twitter ads decreased by 39% year-over-year
- 570% of marketers plan to increase their Twitter ad spend in the coming year
- 6Brands that respond to tweets see a 20% increase in spending per customer
- 740% of Twitter users prefer to purchase from a brand they follow on the platform
- 8Twitter ads reach 5.8% of the world's population over age 13
- 959% of B2B marketers use Twitter for digital marketing
- 10Twitter has a 5.6% lower CPM (cost per thousand impressions) than Instagram
- 1167% of all B2B businesses are using Twitter as a digital marketing tool
- 1276% of consumers are likely to recommend a brand following friendly service on Twitter
- 13Twitter Takeover ads deliver a 2x higher click-through rate than standard ads
- 1426% of users spend more time looking at ads on Twitter than on other leading platforms
- 15Users who follow a brand on Twitter are 3x more likely to visit that brand's website
- 16Twitter influences some 20% of retail sales in the United States
- 174 out of 10 users carried out a purchase after seeing it on Twitter
- 18Customer satisfaction rates for support via Twitter are 19% higher than email
- 19Only 43% of marketers are confident in the ROI of their Twitter campaigns
- 20Twitter generates a 40% higher ROI for media spending than other channels
Interpretation
With $4.73 billion in revenue, ad engagement up 35% and cost-per-engagement down 39%, Twitter is a scrappy megaphone for conversion that makes 53% of users likelier to buy first, triples site visits from followers, influences roughly 20% of U.S. retail sales and delivers about 40% higher media ROI, and yet only 43% of marketers feel confident in their Twitter campaigns.
Content Optimization
- 1Tweets with fewer than 100 characters get 17% higher engagement
- 2Using 1-2 emojis in a tweet can increase engagement by 25%
- 3Tweets with GIFs gain 55% more engagement than those without
- 4Question-based tweets generate 21% more conversation
- 5Tweets containing "new" or "now" have a 10% lower cost-per-acquisition
- 6Including a URL in the middle of the tweet reduces the likelihood of a retweet
- 760% of consumers expect a brand to respond to their tweet within one hour
- 8Adding a "Subscribe" button to profile increases follower retention by 4%
- 9Tweets with quotes are 53% more likely to be retweeted
- 10Usage of the word "official" in display names increases trust scores by 15%
- 1185% of small and medium business users use Twitter to provide customer service
- 12Lists are used by only 2% of active users to organize content
- 13Pinned tweets receive a 8-10% higher conversion rate for profile visitors
- 14Using industry-specific keywords increases search visibility by 60%
- 15Tweets with numbers or statistics get 16% more retweets
- 16Spaces (audio content) increased time-on-app by 3% for active listeners
- 17Profile bios with hashtags do not increase discoverability in search
- 18Curated threads catch 50% more attention than automated bot posts
- 19Tweets using "DM" (Direct Message) call-to-actions generate 18% higher private interplay
Interpretation
Think of Twitter as fast, visual customer service: short, snappy tweets with one or two emojis, GIFs, questions, numbers or quotes and a DM call-to-action drive engagement and private replies, while pinning curated threads with industry keywords and a subscribe button boosts conversions and retention, using "new" or "now" can lower acquisition costs and adding "official" to your display name raises trust, but respond within an hour because customers expect it and avoid mid-tweet URLs, bio hashtags, or neglected lists if you want real reach.
Demographics & Usage
- 1X (Twitter) has approximately 556 million monthly active users globally
- 263% of Twitter users worldwide are between the ages of 35 and 65
- 3The United States has the highest number of Twitter users, exceeding 95 million
- 438.5% of Twitter users are female while 61.5% are male
- 5Twitter users spend an average of 30.9 minutes per day on the platform
- 6Japan is the second-largest market for Twitter with nearly 67 million users
- 725% of U.S. adults use Twitter
- 8One-third of Twitter users have a college degree or higher
- 9Twitter’s user base is projected to grow to over 650 million by 2028
- 1042% of Twitter users in the U.S. have a household income of $75k or more
- 11Twitter is the 14th most popular social media network by number of active users
- 1280% of Twitter access comes from mobile devices
- 13Twitter is used by 82% of B2B content marketers
- 14The average Twitter user has 707 followers
- 1523% of internet users worldwide use Twitter
- 1692% of the U.S. population is familiar with the brand Twitter (now X)
- 1733% of teens in the US use Twitter
- 18The platform saw a 20% increase in monetizable daily active users in 2022
- 1910% of Twitter users are responsible for 92% of tweets
- 20Twitter is banned in 4 countries including China and Iran
Interpretation
With roughly 556 million users worldwide, 63 percent aged 35 to 65, a male skew, strong U.S. and Japanese footholds, high mobile usage, and a tiny vocal minority responsible for most posts, X feels less like a teenage hangout and more like a high-powered cocktail party for college-educated, relatively affluent professionals and B2B marketers, growing steadily yet still blocked in a handful of countries.
Engagement & Traffic
- 1Tweets with one hashtag generate 29% more engagement than those without
- 2Tweets with more than two hashtags see a 17% drop in engagement
- 3The best time to post on Twitter is generally Fridays from 9 a.m. to 12 p.m.
- 446% of Twitter users access the app daily
- 5Engagement rates for Tweets with images are 150% higher than those without
- 6500 million tweets are sent every single day
- 779% of Twitter users engage with news content
- 8Threaded tweets receive 63% more engagement than single tweets with links
- 9Users are 26% more likely to view ads on Twitter if they are based on topical events
- 1093% of Twitter community members are open to brands getting involved in conversation
- 11Retweets typically happen within the first hour of posting
- 1244% of users have left Twitter because of a specific tweet or thread
- 13Tweets posted on Sunday get 25% less engagement than mid-week posts
- 1474% of Twitter users say they use the network to get their daily news
- 15Mentioning a username in a tweet increases engagement by close to 20%
- 16Tweets asking for a retweet have a 12x higher retweet rate
- 1754% of Twitter users reported taking action after seeing a brand mention
- 18Twitter referral traffic to websites has dropped by nearly 10% year-over-year
- 19The average engagement rate on Twitter across all industries is 0.05%
- 20Link clicks account for 92% of all user interaction with tweets
Interpretation
Treat Twitter like a 500 million tweets a day, image-hungry newsroom: a single hashtag and a username mention can boost engagement by about 29 percent and 20 percent, images increase engagement roughly 150 percent and threads about 63 percent, asking for a retweet multiplies retweets twelvefold and topical ads are 26 percent more likely to be seen, while 93 percent of the community welcomes brand participation and 54 percent take action after a mention; but using more than two hashtags cuts engagement by 17 percent, Sunday posts get 25 percent less traction, retweets usually happen in the first hour, the average engagement rate is a punishing 0.05 percent and link clicks account for 92 percent of interactions, so be visual, timely and careful or you could join the 44 percent who left because of a single tweet.
Video & Media
- 182% of users watch video content on Twitter
- 2Tweets with video get 10x more engagement than those without
- 393% of Twitter videos are viewed on a handheld mobile device
- 4Video advertisements on Twitter are 26% more likely to be viewed than on other platforms
- 5Promoted Tweets with videos save more than 50% on cost-per-engagement
- 6Twitter users recall video ads 30% better than display ads
- 7Videos between 6 and 15 seconds have the highest completion rates
- 865% of video views on Twitter happen within the first 3 seconds of scroll
- 9Live streaming on Twitter increases brand favorability by 15%
- 1040% of users say they discovered a video on Twitter that they didn't find elsewhere
- 11First View (video ad format) increases reading time of subsequent tweets by 22%
- 12Captioned videos view time is 28% longer than non-captioned videos
- 13Video Views campaigns have a 95% viewability rate on Twitter
- 1456% of users watch videos on Twitter to be entertained
- 15Including a product video increases purchase intent by 34%
- 16Native video uploads perform 2.5x better than third-party links (like YouTube)
- 17Teaser videos (under 6 seconds) resulted in a 15% lift in brand metrics
- 18GIFs embedded in tweets are auto-played for 92% of users
- 19Visual content is 40% more likely to get shared than text-only content
- 206-second video ads on Twitter deliver 22% higher message recall
Interpretation
Bottom line, Twitter is a mobile-first short-video theater where captioned, native clips—especially under 15 seconds and smartly promoted—capture most attention in the first few seconds, drive far higher engagement, recall and purchase intent at lower cost than links or display ads, and are shared and discovered far more often.
