60+ Twitter Stats to Boost Your Branding in 2024

If you’ve been keeping an eye on the latest news, you’re probably aware that X (formerly known as Twitter) has seen some major transformations.

These changes range from updates to Twitter Blue to new policies and shifts in leadership, including Elon Musk resigning as CEO, all of which have influenced the platform’s current state.

So, what do the most recent statistics about X (Twitter) indicate?

Even with all the upheaval, X remains an essential business platform, actively working to regain advertisers’ trust through new features like Twitter Blue and various advertising incentives.

For example, a report on social media revealed that 77% of X/Twitter users have a favorable view of brands focused on community engagement.

To thrive on X (Twitter) in 2024, it’s crucial to understand how the platform is performing. We’ve compiled the latest statistics to help you fine-tune your marketing strategies and increase your visibility.

X (Twitter) Demographic Statistics

After navigating through the turbulence, as of April 2024, X (Twitter) boasts over 250 million daily active users and more than 550 million monthly active users (MAUs).

As of the same date, the U.S. led the globe in X/Twitter users, with 106.23 million users, followed by Japan with 69.28 million and India with 25.45 million users. For further insights into Twitter demographics, you can check here.

1. X/Twitter has over 550 million monthly active users.
2. The U.S. tops the list of X/Twitter users with 106.23 million, with Japan and India following closely at 69.28 million and 25.45 million, respectively.
3. The male audience on X/Twitter comprises 60.9%, while females account for 39.1%.
4. The largest group of X/Twitter users (36.6%) falls within the 25 to 34 age range. Users aged 18-24 make up 34.2%, while those aged 35 to 49 account for 19.7% of the user base.
5. As of April 2024, X is the 13th most popular social media platform based on user numbers.
6. The platform Twitter.com received 112.9 billion visits in 2023.
7. As of September 2023, 41% of X/Twitter users in the UK belong to high-income groups, 32% are in the medium-income category, and the remaining 27% are classified as low-income.
8. A survey indicated that 40% of X/Twitter users are likely to continue using the platform in a year, while 35% believe it’s somewhat likely, and one-fourth are highly unlikely to do so.
9. 29% of Americans earning above $100,000 annually use X/Twitter, while 20% earn between $70,000 and $99,000, 21% earn between $30,000 and $69,000, and 18% earn less than $30,000.
10. Only 26% of American men and 19% of women use the platform.
11. 29% of U.S. Twitter users hold a degree beyond a college education, while 24% possess at least a college degree, and 15% have completed high school or less.

Sources: Data on X, Global X/Twitter audience, X/Twitter worldwide gender, Age groups, Total website visits, Household income UK, Statista, Pew Research.

X (Twitter) Usage Statistics

As one of the fastest-paced social networks, activity on X/Twitter never slows down. On average, users spend 30 minutes each day on the platform, making it a crucial spot for adults eager to stay informed.

Interestingly, while only 14% of Americans get their news from X, a notable 53% of its users visit the platform specifically for news. The continuous flow of tweets on almost every conceivable topic ensures there’s always something fresh to discover, be it breaking news, entertainment, or live events.

1. On average, an X/Twitter user spends 30 minutes daily on the platform.
2. In 2024, X/Twitter boasts over 8 billion daily active user minutes, marking a 10% increase from the previous year.
3. Four out of five user sessions feature video watching on Twitter.
4. Overall, video views on X/Twitter have been growing at an average rate of 35% year over year, with viewers spending an additional 17% of their time watching videos.
5. In March 2024, Twitter users spent 385 million hours watching videos—equivalent to about 1.4 trillion seconds, 23 billion minutes, or 16 million days worth of content.
6. The most-followed accounts include personalities like Elon Musk (195.8 million followers), former U.S. President Barack Obama (131 million), and Cristiano Ronaldo (112 million).
7. The Immersive Video player has more than 100 million daily users, with a majority being Gen Z, the fastest-growing demographic on X.
8. The ‘😂’ emoji is the most frequently used, with over 3.7 billion instances.
9. On the day of the Paris Olympics opening ceremony, users posted more than 13 million tweets, a 25% increase from the Tokyo Olympics.
10. Twitter users are spending 118% more time checking their direct messages (DMs).
11. Around 80% of X/Twitter users who check their DMs also engage with conversations.
12. On Selection Sunday, Twitter recorded over 13.5 million video views, reflecting a 35% rise from the previous year.
13. Daily, vertical videos on X/Twitter attract more than 100 million viewers.

Sources: Pew Research, Data on X, Daily user active minutes, Video views on X, Time spent watching videos, Wikipedia, Global Town Square, Exploding Topics, Time spent in DMs, X/Twitter post, Selection Sunday.

X (Twitter) Engagement Statistics

X/Twitter excels at fostering quick engagement. Creativity and effective communication are crucial for getting your message across. Unlike other platforms, Twitter relies heavily on impactful wording.

Pair your content with relevant hashtags to enhance your reach; using just one or two hashtags can boost engagement by 21%.

Including GIFs and videos can provide additional context to your messages. Here are some notable Twitter engagement statistics to help you brainstorm innovative strategies:

1. News and entertainment make up the top reasons for using X/Twitter, accounting for 48% of its usage.
2. A 2023 report states that 99.9% of X users also engage with other social media platforms.
3. The average median posting frequency on X/Twitter is 3.31 per week.
4. Media accounts lead in tweet frequency, averaging 50.2 posts per week.
5. The median engagement rate across X/Twitter is merely 0.029%.
6. Sports teams achieve the highest engagement rates at 0.072%, followed by higher education at 0.053% and non-profits at 0.044%.
7. The ideal posting times for X/Twitter are between 8-10 a.m. on weekdays.
8. Verified accounts experience three times more interactions than non-verified ones.
9. The average engagement rate for videos on X/Twitter is 0.17%.
10. The hot beverage emoji was the most frequently used food and drink emoji on X in 2023, appearing 241 times per 100,000 tweets.
11. The top four conversation topics on X/Twitter in 2023 were sports, gaming, music, and food.
12. User engagement on Twitter Communities exploded, showing a 495% growth in Active Minutes year over year.

Sources: Exploding Topics, Data Reportal, RivalIQ, Social Media Benchmark Report, Emplifi, SocialInsider, Statista, X top conversations, Twitter Communities.

X (Twitter) Business Statistics

In spite of recent uncertainties, Twitter continues to be a crucial platform for business engagement. Users show a high level of interaction with brands, with 33% seeking responses to their queries and 16% using the platform for brand research. Furthermore, 40% of users have made purchases based on content they encountered on Twitter.

Businesses leverage the platform for customer support and sales, demonstrating X’s ongoing importance in the business sector.

Here are more statistics highlighting X’s potential for businesses:

1. 75% of X/Twitter users engage with brands through the platform.
2. 33% of users communicate with brands to get answers to questions.
3. 20% use the platform to voice complaints about brands.
4. A study involving 1,300 X/Twitter users found that 29% expect businesses to respond to their messages within one hour.
5. Overall Tweet frequency has decreased by about 15%, from 3.9 posts in 2022 to 3.31 posts in 2023, as brands pull back on their efforts.
6. Engagement rates have dropped nearly 20% this year.
7. Approximately 1.7 million new users join X/Twitter every day.
8. A Q4 2023 report indicated that X/Twitter has a worldwide Attention Metric (AU) of 33.5, securing the sixth position.
9. According to data sourced from 239 companies, the median number of Twitter followers for businesses of all types is slightly over 1,000.
10. As of January 2023, 44% of marketers incorporate X/Twitter into their digital marketing campaigns.

Sources: Khoros, RivalIQ, eMarketer, Databox, Statista.

X (Twitter) Ads Statistics

According to a recent study by Kantar, 26% of marketers intend to reduce their ad spending on X (formerly Twitter) in 2025, marking the steepest decrease noted across major global ad platforms. Trust in X’s advertising has plunged sharply under Elon Musk, dropping from 22% in 2022 to just 12% in 2024.

Moreover, only 4% of marketers consider ads on X to offer brand safety, while Google rates a much higher 39% in that regard.

Despite these challenges, X is proactively working to restore advertiser confidence by introducing improved ad placement controls, in-house content moderation, and new advertising incentives.

These initiatives are beginning to yield positive effects as feedback improves. Twitter can still serve as an effective advertising platform for businesses of all sizes.

It’s crucial to stay informed and adjust your X advertising strategy according to the latest statistics and platform developments.

1. X/Twitter now has over 535 million global monetizable monthly active users (mMAU).
2. The average cost-per-thousand impressions (CPM) for X/Twitter ads in 2024 is $3.11.
3. Across various industries, X/Twitter ads show an average click-through rate (CTR) of 0.86%.
4. The average cost-per-click (CPC) for X/Twitter ads is $0.58 across all industries, which is significantly lower than what is typically seen on Instagram.
5. In 2024, Twitter’s share of digital advertising revenue is projected to drop to 0.7% globally.
6. Total ad engagements on X/Twitter have grown by 22%.
7. A recent survey found that less than 25% of marketers plan to increase their marketing activities on X/Twitter.
8. X/Twitter users are seven times more likely to engage with a vertical video ad compared to the same ad appearing on the Home timeline.
9. Video views are increasing at an impressive average rate of 35% year over year.
10. The media sector leads in X/Twitter ad contributions, making up 32.4% of the total.
11. X/Twitter has recently compensated over 80,000 creators on the platform through ad revenues.
12. Ad reach among men on X/Twitter stands at 64.3%, while female ad reach is at 35.7%.
13. A study conducted on X/Twitter found that marketers got an average return of $2.70 for every dollar spent on ads, yielding an ROI that is roughly 40% higher than other media channels.

Sources: Twitter Business, Brafton, Statista, X Ad revenue, X Business, Social media data, eMarketer, Data Reportal, X Marketing.