About author: Paulina Poliszewska leverages her expertise in media buying to optimise paid campaigns, ensuring maximum ROI and successful outcomes for DTC brands.
The world of Twitter (also known as ‘X’ – kind of) often moves at dizzying speeds for digital marketers. While the Twitter app can deliver outstanding results for advertisers, it’s also constantly changing with new platform developments, audience behaviours, marketing tools, and content trends.
And let’s face it. Keeping up with all of these changes can be a headache.
But don’t worry – we’re here to help.
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We’ve pulled together 37 must-know Twitter stats that will keep you in the loop with all of the latest platform insights and audience data points.
By the end of this guide, you’ll have all of the information you need to tackle your 2024 Twitter ads campaigns with total confidence. Let’s get started.
As a specialist Twitter ads agency we can help you with your campaigns just get in touch for a free consultation.
General Twitter Statistics
1. Twitter is the 7th most popular social media platform in the world.
While Twitter may not be the biggest or most popular social media platform on the planet, it has held onto 7th place since 2021. The network can also still deliver high levels of engagement and audience reach, so it’s definitely worth considering in your marketing strategy.
2. According to Elon Musk, Twitter is close to breaking even.
The Elon Musk takeover of Twitter has been a turbulent time to put it mildly, but the platform is still working to steady the ship and generate increased revenue.
Musk first commented on the platform being “close” to break-even in February 2023, repeating the same statement in August, so we expect this to carry over in 2024. Only time will tell how Twitter (or ‘X’) evolves in the social media market!
3. Twitter claims to be the number one platform for brand interaction.
Twitter is designed to facilitate instant conversations and mass engagement, so it’s no surprise that the platform is a market leader when it comes to brand interaction. This also presents digital marketers with a great opportunity for consumer engagement.
4. Twitter is the 6th most popular social media platform in the United States when ranked by active users.
While giants like YouTube and Meta command a much higher share of active users in the US, Twitter still maintains an impressive user base across the country. On top of this, Twitter occupies a unique space in the social media market, revolving heavily around user interactions, trending topics, and breaking news.
5. 10% of Twitter users are responsible for 92% of total Tweets.
A relatively small number of Twitter users are incredibly active on the platform, and many Twitter trends/topics can be driven by these vocal individuals. For digital marketers, the key is to identify the topics and conversations that will allow them to access their target audience.
Twitter User Statistics
6. Twitter usage is growing 30% faster than Instagram usage among Gen Z audiences in the US.
While many assumed that Twitter was gradually becoming less popular with younger audiences, social media usage data suggests the opposite. TikTok may currently be the champion of Gen Z, but Twitter is making serious headway in this department!
7. Active Twitter users follow an average of 405 accounts on the platform.
Since many users often follow a large number of Twitter accounts, they’re also bombarded with content from all directions. If you want to capture the attention of your target audience on the platform, you’ll need to find a way to stand out in a competitive feed.
8. Users aged 18-34 have the most favourable impressions of Twitter among all generations.
While opinions on Twitter are very much divided, the 18-34 age group has the most positive perceptions of the platform – which could lead to higher levels of engagement with Twitter content. When you’re building out a social media strategy, it’s very important to cherry-pick platforms that align with the preferences of your target audience.
Twitter Demographics Statistics
9. Approximately 62.9% of US Twitter users are male.
Twitter skews fairly heavily towards male users. Although this doesn’t mean marketers can’t effectively engage women on the platform, it may impact where Twitter sits in terms of priority platforms.
10. Twitter also has the largest gender gap globally when compared to other social media platforms.
Twitter has a relatively high audience gender gap, which may be relevant to brands looking to reach a specific gender through social media marketing. However, while this gap is certainly worth noting, you can still reach your core audience reliably with precision targeting on Twitter.
11. 52% of all tweets in 2020 originated from Gen Z users.
Gen Z aren’t just embracing Twitter as a social network – they’re actively contributing content on a huge scale. While brands looking to engage Gen Z may previously have dismissed Twitter, the platform now offers a golden opportunity to reach this audience.
Twitter Usage Statistics
12. According to Elon Musk, Twitter attracts around 540 million monthly active users.
Although Twitter can’t compete with social media behemoths like Facebook, Instagram, and YouTube in terms of audience size, the platform still offers enormous scale and impressive reach. This audience scale, combined with advanced targeting options, can be a powerful combination for digital advertisers.
13. Twitter is the most popular social media platform in terms of news & current events.
Twitter is designed to encourage reactions to (and conversations around) breaking news, which leads to sky-high levels of user activity. By capitalising on relevant trending topics, brands can insert their Twitter account into these conversations to drive mass engagement.
14. 48% of users turn to Twitter to get the latest news updates, while 33% use the platform to follow brands/companies.
Twitter’s audience logs into the platform for a wide range of reasons, but one thing is consistent among active users on the platform – they’re looking for relevant content, compelling posts, and engagement.
15. There are around 500 million Tweets per day on the Twitter platform.
There are a mind-boggling number of users starting conversations on Twitter every day. If you can reach the right audiences with a captivating message, you can insert your brand into these conversations to generate mass engagement.
16. Twitter users spend roughly 4.4 hours per month on the platform.
While social media users may spend more time on other platforms (e.g. TikTok) marketers can still discover active and highly engaged users on Twitter. It’s all about discovering strategies that enable you to reach the right audiences with the right message at the right time.
17. Adults in the US spend an average of six minutes per day on Twitter – in the United Kingdom, this drops to around four minutes.
The average Twitter user doesn’t necessarily spend a huge amount of time on the platform, so if you want to capture their attention, you need to make an immediate impact with your content. To achieve this, Twitter recommends utilising punchy copy, including a strong call to action, and conveying a sense of urgency to your customers.
Twitter Engagement Statistics
18. The average engagement rate per post on Twitter is around 0.05%.
Average engagement rates may seem relatively low on Twitter, but that doesn’t mean you can’t drive positive results. By focusing on building an engaged follower audience, producing high-quality content, and posting consistently, you can exceed this average and smash your Twitter goals.
Need help maximising your engagement rates on Twitter? Or just looking for support with optimising your social media strategy?
Partnering with a dedicated Twitter marketing agency can help you take your campaigns to the next level and unlock the specialist knowledge of Twitter ads experts.
19. Including video content in Tweets can boost engagement by up to 33%.
Quality video content can be a game-changer for your engagement rates on Twitter, so make sure you’re utilising short and snappy assets to boost performance. Plus, Twitter has seen a 95% increase in daily video views over 18 months, so audiences are clearly keen to consume more video content on the platform.
20. Twitter has seen a 35% year-on-year increase in global ad engagement.
Twitter can still deliver excellent levels of engagement for advertisers – you just need to craft an effective marketing strategy. That means developing a clear understanding of your target audience, tailoring product messages around them, and experimenting with different tactics to optimise performance.
Twitter Marketing & Advertising Statistics
21. Approximately 28% of marketers are planning to use Twitter more in the future.
Twitter has a lot to offer digital marketers, from significant audience reach to diverse formats and a growing number of Gen Z users. As a result, the Twitter ads landscape is likely to become increasingly competitive – and you need to ensure you’re equipped with a high-performing strategy!
22. Twitter states that it can drive a 40% higher ROI than other social media channels.
The power of Twitter marketing can be underestimated by many advertisers, but with engaging creative assets and data-fuelled targeting, you can generate exceptional returns for your business.
23. The number of monetizable daily active users on Twitter increased by 16.6% in 2022, totalling around 238 million users.
Twitter defines a ‘monetizable’ active user as someone who physically logs into the platform each day – in other words, a real human, and not a bot. Every single one of these monetizable users represents a valuable marketing opportunity, so you just need to ensure that you’re reaching the right prospects with accurate targeting.
24. Twitter advertising has the potential to reach 544.5 million people.
Your Twitter ads can target a colossal number of potential customers, and this sizable reach also means that you can scale up your campaigns to accelerate conversions, increase revenue, and maximise efficiency. It’s generally a good idea to start with a broader targeting approach and narrow down your priority segments once you’ve gathered some insights.
25. Brands that invest more in Twitter ads are also perceived to be more culturally relevant.
Twitter advertising doesn’t just allow you to reach hot prospects – it also allows you to capitalise on trending topics and immerse your brand in cultural moments. This can be hugely beneficial in the long run, helping you to strengthen customer relationships and secure long-term business.
26. Twitter ads reach approximately 10.7% of all internet users.
You can reach a significant number of internet users on Twitter, enabling you to grow brand awareness, discover profitable audience segments, and scale up your marketing activity. Twitter may not be able to match the sheer scale of other social networks, but including the platform in your strategy will still provide you with valuable incremental reach.
27. Twitter users spend 26% longer viewing ads than users on other social media platforms.
Since Twitter encourages active engagement rather than passive consumption, users are more likely to engage fully with platform content – including paid ads. This means you have a little more time to deliver in-depth product messages and establish your brand identity.
Twitter Revenue & Growth Statistics
28. Elon Musk purchased Twitter for $44 billion in 2022.
Elon Musk’s acquisition of Twitter was a rollercoaster ride, but after a string of dramatic changes, the platform is now settling down and entering the ‘X’ era. Marketers can still drive strong returns through Twitter advertising, but they’ll just need to stay ready for sudden changes and in-flight adjustments.
29. Twitter’s total global revenue reached almost $3.72 billion in 2020.
While Twitter may be relatively small compared to social media titans like Meta, the app is still a financial powerhouse. Twitter generates a massive amount of revenue through digital advertising, which is why the platform is constantly releasing new tools and features for marketers.
30. The Twitter platform generated more than $3.2 billion in advertising revenue alone in 2020.
Twitter experienced some tumultuous changes in 2023 (e.g. the introduction of the X- Premium subscription) but ad revenue will undoubtedly still play a pivotal role in the future of the company.
Twitter for Business Statistics
31. 89% of people are using Twitter to find new products and services.
Twitter users aren’t just logging into the platform to browse content. The majority of people are also actively seeking out new products and services, which presents e-commerce brands with a golden opportunity. All you need to do is make sure that you’re reaching relevant audiences with persuasive ad messaging.
32. 82% of B2B content marketers are active on Twitter.
Many B2B marketers are leveraging Twitter to distribute their content, engage new audiences, and build their brand identities. If you’re a B2B advertiser hoping to outperform the competition, you need to ensure that you’re taking full advantage of Twitter ads.
33. 50% of users aged 16-24 use social media networks for brand research.
A growing number of Twitter users are relying on social media for brand and product research. What does that mean for Twitter marketers? It means you need to provide users with the information they’re searching for, from product benefits to customer testimonials.
34. 76% of Twitter users claim they’ve purchased something based on online conversations.
Twitter conversations can have a direct impact on purchase decisions, so you need to harness this power as much as possible. For starters, make sure you’re building positive relationships with your existing customers (i.e. through responsive customer service, comment replies, loyalty rewards, etc) to encourage positive reviews. Word spreads fast!
35. Just 43% of marketers are promoting their businesses/products on Twitter.
Twitter may be one of the biggest social media networks on the planet, but it’s also criminally underutilised by many advertisers. Fortunately, that opens up a fantastic opportunity for your business. If you can get to grips with Twitter marketing, you can tap into a huge audience of potential customers and get ahead of the competition.
Twitter Publishing Statistics
36. In 2022, there were a record-breaking 20,000 Tweets per second during the World Cup.
Twitter is a very unique social media platform, and it tends to shine during big cultural moments and historic occasions. The real time nature of Twitter interactions can lead to skyrocketing engagement when events like the World Cup occur, and if you can find a way to capitalise on this social media fervour, the results can be amazing.
37. Twitter users can post up to 2,400 Tweets per day.
Twitter brands and users can post a huge number of Tweets every single day, so there’s no excuse not to engage with your target audience and share high-quality content. To make the most of Twitter’s marketing opportunities, aim to post Tweets and interact with customers as frequently as possible. Visibility is key for driving engagement and attracting followers.
Phew. That was a lot of statistics to take in, eh?
Luckily, you don’t need to commit all of these numbers to memory. Instead, you should just use these stats to improve your understanding of the current Twitter landscape.
By regularly checking for updated figures or new trends, you can ensure that you’re staying ahead of the curve. This allows you to jump on new Twitter marketing opportunities as quickly as possible, whether that’s a changing audience dynamic or a new feature release.
The world of social media marketing inevitably moves at lightning speed, and the more you tap into the latest facts and figures, the easier you’ll find it to keep up with the times.
