Whether or not you name it X or Twitter (as you’ll see in stat #21, many individuals nonetheless do), there’s no query that this specific social platform is in a interval of great change. As you’ll see in stat 24, that has some manufacturers questioning the platform’s ROI.
However advertiser numbers that dropped off a 12 months and a half in the past are selecting again up once more, as are advert revenues. For manufacturers with an lively viewers on X, there’s actual alternative to attach and construct group.
So: Is that your model? This assortment of X statistics can assist you work that out. Use these newest insights into present viewers particulars, utilization patterns, and benchmarks to tell your X advertising and marketing technique for 2025.
What the info tells us (TL;DR)
Gen Z is X’s greatest generational group, rising 12% since 2022. The phase additionally drove a 6.9% model fairness soar in Q3 2024. This implies manufacturers on X can goal younger individuals with entertaining content material in an area much less saturated by model opponents.
X customers watched 8.3 billion movies each day in 2024, a 40% YoY improve, because the platform pushes a TikTok-like expertise with its new video tab. But, solely 5.5% of entrepreneurs use X for influencer campaigns, far behind TikTok (58.9%) and Instagram (35.2%). This hole presents a possibility for early adopters to leverage video and influencer partnerships on X at doubtlessly decrease prices in a much less saturated market.
X accounts common 61 posts/week, with impressions as much as 2,121 per submit in 2024. Posting at 6 a.m. Monday leverages peak engagement for higher attain.
Common X (Twitter) stats
1. X has 611 million month-to-month lively customers
That makes it the twelfth hottest social media platform on this planet, rating behind the Chinese language platforms Douyin and Kuaishou, however forward of Pinterest.
2. X is the tenth hottest social platform in the US
Within the U.S, the platform ranks simply behind Reddit. For context, Pew Analysis Heart discovered that 21% of People say they ever use X, in comparison with 70% for Fb and 50% for Instagram.
Supply: Pew Analysis Heart
3. Probably the most adopted X account is @ElonMusk
As of this writing, Musk has 219 million followers. Barack Obama is in second place with 130.7 million.
Cristiano Ronaldo, Justin Bieber, and Rihanna spherical out the highest 5.
4. eMarketer predicts X will lose 10 million customers worldwide in 2025
And one other 10 million in 2026. Inside the US, they count on the variety of customers to drop 3.8% in 2025 and one other 3.5% in 2026.
Supply: eMarketer
That stated…
5. There have been 137,136,000 distinctive U.S. guests to X in October 2024
Which is definitely barely larger than the quantity a 12 months earlier. U.S. guests to the platform different between 135,736 and 146,674 per 30 days over the previous 12 months, however by no means took an ongoing downturn.
Supply: eMarketer
These two X (Twitter) statistics mixed counsel that predictions about X’s future are relatively difficult for the time being. Sensible entrepreneurs will regulate their metrics in X (Twitter) analytics and put a social listening technique in place to trace the quantity and context of related conversations on this evolving social community.
6. X.com is the fifth-most visited web site worldwide
It ranks behind Google, YouTube, Fb, and Instagram. However the common go to to the X web site is 00:12:40, longer than any of these websites besides YouTube (00:20:43)
X benchmarks for entrepreneurs
7. The common natural X engagement charge is 1.7% for the leisure and media business
That’s the very best charge amongst all accessible industries tracked within the newest unique information from Hootsuite and Essential Fact. The bottom engagement charge by business is 0.9%, which is the speed for client items retail, advertising and marketing companies, and actual property.
The general engagement charge is 1.6%.
Unsure what your common engagement charge is? Discover out with our free engagement charge calculator, or attempt Hootsuite and let it crunch your numbers and inform you the best way to enhance — mechanically.
8. The general weekly follower development charge on X is 0.11%
Within the chart under, this seems to be like a dramatically decrease charge than TikTok and Instagram. However needless to say in This autumn 2024, there was vital uncertainty and media consideration about the way forward for TikTok. This clearly impacted the follower depend numbers for each TikTok and Instagram. Their third quarter development numbers are a extra practical comparability.
9. The common weekly posting frequency on X is 61
That’s considerably larger than on every other platform. This displays the character of X as a primarily text-based platform with a low character depend.
10. The optimum variety of posts per week for minimal engagement is 6
General engagement is pretty constant, although, from 2 to 9 posts (aka Tweets) after which begins to drop off from there.
11. The common variety of impressions per X submit is 2121.13
That’s a major improve from 1206.55 in 2023. So is {that a} huge deal? We’ve bought an in depth weblog submit breaking down the significance of impressions (and attain) that will help you perceive what impressions imply in your ROI.
Supply: Statista
X viewers demographic stats
12. There are 106.23 million X customers in the US
That makes the U.S. the nation with the biggest X consumer base. It’s adopted by Japan (69.28 million) and India (25.45 million).
Supply: Statista
13. 38% of U.S. adults aged 18-29 use X
It’s simple to imagine that Gen Z solely cares about TikTok, however they’re by far the biggest technology on X. Actually, X inside information exhibits a 12% improve in Gen Z customers from 2022 to 2024.
The following-largest group of customers is 30- to 49-year-olds. 25% of People in that age group use X.
14. X noticed a 6.9% quarterly improve of name fairness amongst Gen z customers in Q3 2024
That put the platform on the high of the Advert Age-Harris ballot rankings Gen Z ballot launched in November 2024.
Supply: AdAge by way of XBusiness
15. 25% of American males use X, however solely 17% of girls
This means that entrepreneurs particularly focusing on a male viewers could want to make investments extra effort within the platform. Against this, Fb, Instagram, Pinterest, and TikTok all have extra feminine customers than male.
16. 27% of People who make $100,000 per 12 months or extra use X
That’s the biggest proportion of any revenue group. Nonetheless, it pales compared to the 70% of People on this revenue class who use Fb and 58% who use Instagram.
X use will not be massively different throughout revenue classes. Between 15 and 24% of People in all revenue classes underneath $99,999 additionally use the platform.
17. 27% of People who’ve a school diploma use X
That’s greater than double the utilization of these with highschool or much less, 13% of whom use the platform.
18. 23% of People who reside within the suburbs use X
Together with 22% of those that reside in cities. Solely 15% of rural People use the platform.
X utilization statistics
19. In whole, individuals spent 364 billion lively seconds per day on X in 2024
That’s six billion minutes, a rise of 10% from 2023. In addition they watched 8.3 billion movies daily on X in 2024, a 40% year-over-year improve. In case you’re not but posting movies on X, it’s value testing this more and more in style sort of content material.
20. 81% of U.S. X customers use the platform as a result of it’s entertaining
Chances are you’ll be shocked to be taught that’s the highest motive individuals say they use the platform. Getting information is the second motive (65%), adopted by connecting with others who share comparable pursuits (62%).
Supply: Pew Analysis Heart
21. 55% of each day American X customers nonetheless seek advice from the platform as Twitter
As do 49% of all American adults. Solely 19% of each day lively customers within the U.S. seek advice from the platform as X, whereas 21% use each names interchangeably.
Supply: YouGov
In the UK, much more individuals nonetheless use the previous title: 80% of all UK customers and 78% of each day UK customers say they seek advice from the platform solely as Twitter.
The rebranding seems to nonetheless be a piece in progress. It’s a tough linguistic highway to navigate, which is why we nonetheless typically embody the unique title after we speak concerning the platform.
22. The highest emoji used on X in 2024 was the loudly crying face, posted 2.1 billion instances
The face with tears of pleasure ranked third, with 1.5 billion posts. Whether or not the tears had been glad or unhappy, individuals didn’t hesitate to share them on X.
23. The highest matter on X in 2024 was sports activities
That was adopted by films & TV, politics, know-how, and music. The dialog concerning the Tremendous Bowl alone drove 13 million posts, 4.5 billion impressions, and 511 million video views, a lot of it occurring in actual time.
X for enterprise stats
24. Solely 38% of social entrepreneurs are assured they get optimistic ROI from X
And that’s for individuals who use social listening. Amongst entrepreneurs and not using a social listening plan in place, solely 27% are assured within the platform’s ROI.
Supply: Hootsuite
25. One of the best time to submit on X is 6 a.m. Monday
Tuesday between 3 and 6 a.m. can be a high-engagement time on the platform, as is Sunday round midnight.
That is an total discovering throughout industries. You will discover the most effective instances to submit in your business in Hootsuite Analytics, and in your particular account utilizing Hootsuite’s Greatest Time to Publish function.
26. 29% of American X customers use the platform to take a look at product opinions or suggestions
This can be a smaller proportion than on different main social platforms, however it’s nonetheless vital – greater than 1 / 4 of U.S customers are researching merchandise on X. In case you haven’t already, it’s value growing a plan to incorporate X in your ecommerce technique.
X promoting stats
27. X will account for 0.2% of digital advert spend in 2025
That’s based on eMarketer forecasts. It sounds miniscule, however do not forget that that is the proportion of all digital advert spend, not simply social media adverts. For context, Fb will account for 14.6% of whole digital advert spend.
28. 5.5% of entrepreneurs use X for influencer campaigns
This text-forward platform is simply not as conducive to selling influencer partnerships. For comparability, 58.9% of entrepreneurs use TikTok for influencer advertising and marketing and 35.2% use Instagram.
That stated, the smaller variety of influencer campaigns on the platform creates a singular alternative for manufacturers whose viewers is lively on the platform.
29. X promoting income elevated 123% y-o-y in December 2024
That’s partly based mostly on a return to adverts on the platform by main manufacturers like Apple and Amazon, which paused their promoting campaigns on the platform a couple of 12 months and a half in the past.
30. There have been greater than 1.7 million advert campaigns on X in 2024
These campaigns had been created by greater than 250,000 advertisers globally. Need to be part of them? We’ve bought a weblog submit with every part it is advisable to find out about promoting on X.
Learn how to use X stats to tell your technique
1. Rethink your image of who makes use of the platform
Would you might have anticipated Gen Z to be the most important X consumer base? Or for X to have topped a model fairness survey amongst this age group?
It’s simple for manufacturers with a younger audience to deal with TikTok and/or Instagram. However your viewers is probably going additionally on X, and your area of interest is probably not as saturated on this platform.
2. Get motivated to dive into your X analytics
Entrepreneurs are unsure about X ROI. However alternatives exist to drive conversions from X, with 29% of American customers in search of product opinions and proposals on the platform.
Changing into extra assured in your potential to transform your X efforts into actual enterprise KPIs requires you to spend a while along with your X analytics. Have a look at what forms of content material are already working for you, and do some testing to attempt to enhance your outcomes.
As you develop your content material technique, do not forget that individuals primarily use the platform for leisure. Take a look at tweets that explicitly promote your services or products, however don’t overdo it.
And do not forget that direct conversions aren’t the one social actions that contribute to ROI. A instrument like Hootsuite Superior Analytics can assist you perceive the ROI of X metrics in any respect levels of the shopper journey.
3. Contemplate including video to your X content material technique
The variety of video views elevated 40% final 12 months. In January, X launched a devoted video tab for U.S. customers. This new dwelling for fullscreen video goals to create a consumer expertise just like TikTok or Reels.
There could also be alternative right here for manufacturers which can be early to have interaction with this new deal with video. It’s additionally value analyzing how this impacts the flexibility to work with influencers on the platform. Since solely 5.5% of entrepreneurs are presently utilizing X for influencer partnerships, there’s an opportunity to do this technique in an unsaturated market the place the upfront funding could also be decrease.
Construct a wise X advertising and marketing technique by utilizing Hootsuite to plan, schedule, and publish Tweets, interact with customers, and observe subjects and hashtags. Mixed with highly effective Twitter analytics, Hootsuite is your excellent associate for achievement on the platform and all different networks.
