Many social platforms of The Historical Occasions (2006-2010) have advanced a lot as to be nearly unrecognizable at present, but Twitter’s microblogging expertise has remained largely the identical. Why? As a result of it really works.
That’s not to say that Twitter hasn’t modified over time — it has, particularly as a enterprise advertising software. However the best way manufacturers use Twitter has largerly stayed the identical: To shortly join customers to what’s occurring, whether or not it’s a global disaster or an area, niche-specific occasion.
And, to join individuals to your online business.
These are the most recent Twitter stats and tendencies you want to know to get essentially the most out of your Twitter advertising campaigns in 2023.
General Twitter stats
1. Twitter is on track to break even in 2023, Musk says
2022 was a 12 months of large change for Twitter, together with an possession change. Whereas official earnings stories are solely obtainable for half of 2022 up to now, there are stories of income dropping by as a lot as 35% in 2022 vs. 2021.
Even when that seems to be true, it wouldn’t be an remoted incident. Twitter has skilled income setbacks over time, although their general outcomes have been on a optimistic upward trajectory. Twitter earned simply over $5 billion USD in 2021. The corporate hasn’t recorded an annual revenue since 2019.
Twitter launched new options in 2022 to diversify their revenue past promoting, together with Twitter Blue subscriptions, a number of media codecs, co-Tweets, an edit button, and extra.
Will Elon Musk’s prediction prove to be true for 2023? Time will inform.
Final 3 months had been extraordinarily powerful, as had to save Twitter from chapter, whereas fulfilling important Tesla & SpaceX duties. Wouldn’t want that ache on anybody.
Twitter nonetheless has challenges, however is now trending to breakeven if we preserve at it. Public help is far appreciated!
— Elon Musk (@elonmusk) February 5, 2023
2. The most popular Twitter account is @BarackObama
Former U.S. President Obama has held the top spot for a few years, with over 133 million followers. Longtime popular users Justin Bieber, Rihanna, and Katy Perry still rank in the top five but new for 2023 is current Twitter owner Elon Musk in the #2 spot with 127 million followers.
3. Twitter is the 6th most popular social platform in the United States, by active users
In a recent survey of mobile users, 52% of Americans engaged with the Twitter app during the study period, placing it in sixth.
4. Twitter is the world’s 7th favorite social media platform
Twitter has held steady in the seventh spot since 2021.
The percentage of people ages 16-64 who say each of the top 10 platforms is their favorite has remained relatively constant, though rivals Instagram and WhatsApp have dropped slightly since 2022 Q1 — 0.3% and 0.4%, respectively. In contrast, Twitter’s popularity has risen by 0.2% throughout 2022.
5. As CEO of Twitter, Elon Musk has a 34% approval rating
It’s no secret Musk’s leadership is a divisive topic for Twitter users, with some applauding his decisions and others disagreeing.
But, a February 2023 survey has found Musk’s public approval rating as CEO has increased to 34%, up from 30% before his purchase of Twitter was complete. Though there was also an almost-equal 5% jump in those who disapprove.
For comparison, only 18% of Americans currently approve of how Congress is doing its job.
Twitter user statistics
6. Twitter usage is growing 30% faster than Instagram among Gen Z
Sound the alarms: Gen Z doesn’t hate Twitter.
42% of Americans ages 12-34 now use Twitter, compared to only 29% in 2020 — a 36.6% boost over two years. Comparatively, Instagram adoption only increased by 5.7% during the same period.
Source: Edison Research
The oldest Gen Zers are about 25 in 2023, so this Twitter stat may be skewed at the higher age range by those pesky Millennials in the mix. Still, it offers food for thought.
The lesson here is to ensure data is guiding your social media marketing strategy. We’re exposed to so many “Gen Z only cares about TikTok” thinkpieces, it’s easy to take it as fact. While your particular Gen Z audience may not be on Twitter, make sure to test that hypothesis first, Dr. Viral.
7. Twitter users follow an average of 405 accounts
People who post more than five Tweets per month follow an average of 405 accounts, whereas those who posted less often follow an average of 105 accounts.
8. 62.9% of Twitter users are male
This survey didn’t report options for nonbinary people, so it doesn’t capture the full spectrum of gender for all Twitter users. However, it does illustrate the wide gender gap on Twitter.
That gap is only getting wider in 2023. In 2022, 56.4% of Twitter users identified as male and 43.6% identified as female — a much closer ratio.
9. Twitter has the largest gender gap of any social platform
Again, these statistics only represent those identifying as either male or female, without including other options. But it’s helpful to see these figures compared to other popular social platforms to understand more about Twitter demographics.
10. Users aged 18-34 like Twitter the most out of all generations
A combined total of 41% of users 18-34 view Twitter either “very favorably” (16%) or “somewhat favorably” (25%). While this age range doesn’t exclusively represent Gen Z, a large portion of it does.
The age group with the second highest total is users age 35-44, where a total of 38% view Twitter “very favorably” (11%) and “somewhat favorably” (27%).
Both age brackets include hefty helpings of Millennials, so ensure you’re optimizing your Twitter strategy for this highly
aging engaging population.
11. 23% of American Twitter users list their job in their profile
Job title or industry is the most popular thing U.S. adults say about themselves in their Twitter profile bio, with approximately 1 in 4 users including this information.
Other popular profile mentions include hobbies (12%), family relationships (8%), and political views (6%).
Source: Pew Research
Twitter usage statistics
12. Twitter is the most popular social platform for news and current events
Twitter’s appeal has always been its short-form, real-time nature and that’s still true today with 61.2% of people saying Twitter is where they go to stay up to date with news and events.
Brands can capitalize on this by live-tweeting from conferences and creating event hashtags in order to retweet from, and start conversations with, attendees.
13. 23% of users say most of their Tweets are political
Almost half (45%) of Americans say they have Tweeted about a political or social issue in the last 12 months, but for 23% of the user base, political Tweets are a lifestyle. A study analyzing the content of over 1 million Tweets found approximately one-third, or 33%, were political in nature.
14. People spend an average of 4.4 hours per month on Twitter
A recent study reports users spend an average of 1.1 hours per week on Twitter, equating to 4.4 hours per month. While that may seem small compared to TikTok’s reported 9.8 hours per week, the average demographics and audience of Twitter are vastly different from that of TikTok.
Not sure if your ideal audience is on Twitter? Find out with the latest Twitter demographics stats for 2023.
15. 66% of links Tweeted from leading accounts point to print, TV, or wire news sources
Two-thirds of the links shared by prominent Twitter users pointed to print, TV, and wire news media, whereas only 5% of links shared on alternative platforms — such as Truth Social, Parler, and more — did.
Perhaps this is due to Twitter itself also being a mainstream network, though the wide gap suggest an underlying ideological difference.
Source: Pew Research
16. The average organic Twitter engagement rate is 0.05%
Makes you long for the halcyon days of 2013’s double-digit engagement rates, eh?
Not to fear: It’s easy to beat 0.05% with the right Twitter content strategy, networking efforts, and time. (And, hey, you can always run ads for a lil’ boost if needed.)
Not sure what your average engagement rate is? Find out with our free engagement rate calculator, or try Hootsuite and let it crunch your numbers and tell you how to improve — automatically.
17. Using video in Tweets boosts engagement up to 33%
Natural video Tweets carry out up to 33% higher than text-based Tweets. Does each Tweet want to be a video? No. However don’t be afraid to experiment with completely different media codecs to see what will get the very best outcomes for you.
For that extra-extra particular enhance, working Twitter video adverts can enhance whole video views by up to 95% and enhance whole video watch time by 84%.
Twitter for enterprise stats
18. 89% of people use Twitter to discover new merchandise
Twitter will not be prime of thoughts once you consider ecommerce advertising, however customers are open to discovering new services and products.
Profit from this by:
- Signing up for the Twitter Shopping beta program, if eligible. (At present for U.S.-based companies promoting bodily merchandise solely, with plans to broaden.)
- Together with Twitter in influencer advertising partnerships by in search of out Twitter creators and guaranteeing Twitter-optimized content material is one in all your deliverables.
- Attempting Twitter promoting. Undecided the place to begin? See our information to Twitter adverts for inexperienced persons.
19. 50% of people age 16-24 use social networks for brand research
While not exclusive to Twitter, this is a fundamental shift in how people use the internet to make buying decisions. For decades, SEO reigned supreme as we relied on search engines like Google to solve the mystery of everything from “Should I get this mole checked out?” (ew and yes) to “What’s the best social media scheduling tool?” (Hootsuite).
For the first time in history, it’s raining men…tions?
Dubbed “social SEO,” the practice of turning to social networks instead of search engines isn’t limited to Gen Z. Millennials follow close behind with almost half using social the same way, and over a third of the 45-54 crowd does, too.
Wanna cash in? Step one: Be on social. Duh. Step two: Always use ALT text. It improves accessibility and serves your “social SEO rankings” well, too. You can add ALT text in Hootsuite when scheduling posts.
Oh, step three? Read Social Trends 2023 for more key strategies.
20. 76% of users say they’ve purchased one thing based mostly on Twitter conversations
Twitter’s remark thread construction lends itself nicely to engagement, the place one Tweet can spur a whole dialog. Whether or not you’re answering somebody’s query publicly in a Tweet thread or by a personal DM, the fast, conversational nature of Twitter appears like a personalised expertise in each.
21. Solely 43% of marketers are promoting their business on Twitter
No, Twitter’s ad reach isn’t the biggest, nor is the platform the right fit for all types of businesses. But if your people are on Twitter, so should you.
Less marketers means less competition in everything from organic reach to brand building activities. Learn the ins and outs of the Twitter algorithm and how to create a winning Twitter marketing strategy to push your business to new heights.
22. 28% of marketers are planning to use Twitter more
Many brands are still working to establish themselves on social “new kids” like TikTok, but don’t forget about tried and true Twitter.
When surveyed about plans for the next 12 months, almost a third (28%) of marketers said they’re planning to use Twitter more.
Twitter advertising stats
23. Monetizable daily active users (mDAU) grew 16.6% in 2022 to almost 238 million users
mWhat? Twitter defines a monetizable user (mDAU) as an account that has physically logged in on a daily basis and isn’t a bot. These users are monetizable because they see Twitter ads after they log in.
This figure is expected to keep rising as Twitter continues to develop new advertising and ecommerce features in 2023.
24. Twitter ads have the potential to reach 544.5 million people
That’s a 12% jump in 2022 Q3 from 2022 Q2, or an increase of 58 million people, and a total increase of 24.7% year-over-year.
25. Twitter ads reach 10.7% of all internet users
Broken down further, this equals 6.8% of the total global population, and 8.7% of everyone 13 and older. Population counts estimate there are about 5 billion people over age 15, so that means ads on Twitter could reach about 445 million of them.
Single digit percentage ad reach may not look impressive, but 8.7% is a massive 50% increase — representing about 145 million more people — since 2020, where Twitter ads reached only 5.8% of those 13 and older.
26. Twitter ads reach 32% of Americans age 13 and older
That’s 91.7 million Americans, though by no means the largest reach percentage compared to other countries. Twitter ads reach a whopping 60.4% of Japanese people 13+ and 38.% of people 13+ in the United Kingdom.
27. Twitter ads reach almost 3x more men than women
Earlier, I mentioned that almost 63% of Twitter’s audience identify as male and 37% identify as female in 2023. Twitter ad reach is even more skewed toward male users.
Twitter ads reach up to 74.3% of male users, but only 25.7% of female users.
Why the even larger divide? We’re not sure, though you can target Twitter ads based on gender (currently only male or female options) for greater precision.
Twitter publishing stats
28. There were a record 20,000 Tweets per second throughout the World Cup
Elon Musk introduced the milestone on November 23, 2022.
World Cup site visitors hit nearly 20,000 tweets per second at present! Nice work by Twitter group managing file utilization.
— Elon Musk (@elonmusk) November 23, 2022
If that had been true for each second of a 24 hour interval, there could be over 1.7 billion Tweets per day.
29. You may submit up to 2,400 Tweets per day
I imply… does anybody want extra? In all seriousness, Twitter has a couple of limits to assist scale back potential bot spam.
Need the utmost attain potential on Twitter? Use Hootsuite’s Greatest Time to Publish function to mechanically schedule your 2,399 Tweets per day on the most optimum instances on your viewers to see them.
Rock your Twitter advertising through the use of Hootsuite to plan, schedule, and publish Tweets, have interaction with customers, and monitor subjects and hashtags. Mixed with highly effective Twitter analytics, Hootsuite is your good associate for achievement on the platform and all different networks.
Do it higher with Hootsuite, the all-in-one social media software. Keep up to the mark, develop, and beat the competitors.