Many social platforms of The Ancient Times (2006-2010) have evolved so much as to be almost unrecognizable today, yet Twitter’s microblogging experience has remained mostly the same. Why? Because it works.
That’s not to say that Twitter hasn’t changed over the years — it has, especially as a business marketing tool. But the way brands use Twitter has largerly stayed the same: To quickly connect users to what’s happening, whether it’s an international crisis or a local, niche-specific event.
And, to connect people to your business.
These are the latest Twitter stats and trends you need to know to get the most out of your Twitter marketing campaigns in 2023.
Download the complete Digital 2022 report—which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.
1. Twitter is on track to break even in 2023, Musk says
2022 was a year of massive change for Twitter, including an ownership change. While official earnings reports are only available for half of 2022 so far, there are reports of revenue dropping by as much as 35% in 2022 vs. 2021.
Even if that turns out to be true, it wouldn’t be an isolated incident. Twitter has experienced revenue setbacks over the years, though their overall results have been on a positive upward trajectory. Twitter earned just over $5 billion USD in 2021. The company hasn’t recorded an annual profit since 2019.
Will Elon Musk’s prediction turn out to be true for 2023? Time will tell.
Last 3 months were extremely tough, as had to save Twitter from bankruptcy, while fulfilling essential Tesla & SpaceX duties. Wouldn’t wish that pain on anyone.
Twitter still has challenges, but is now trending to breakeven if we keep at it. Public support is much 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.
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
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.)
17. Using video in Tweets boosts engagement up to 33%
Organic video Tweets perform up to 33% better than text-based Tweets. Does every Tweet need to be a video? No. But don’t be afraid to experiment with different media formats to see what gets the best results for you.
For that extra-extra special boost, running Twitter video ads can boost total video views by up to 95% and increase total video watch time by 84%.
18. 89% of people use Twitter to find new products
Twitter may not be top of mind when you think of ecommerce marketing, but users are open to discovering new products and services.
Make the most of this by:
- Signing up for the Twitter Shopping beta program, if eligible. (Currently for U.S.-based businesses selling physical products only, with plans to expand.)
- Including Twitter in influencer marketing partnerships by seeking out Twitter creators and ensuring Twitter-optimized content is one of your deliverables.
- Trying Twitter advertising. Not sure where to start? See our guide to Twitter ads for beginners.
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 bought something based on Twitter conversations
Twitter’s comment thread structure lends itself well to engagement, where one Tweet can spur an entire conversation. Whether you’re answering someone’s question publicly in a Tweet thread or through a private DM, the quick, conversational nature of Twitter feels like a personalized experience in both.
21. Only 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.
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.
28. There were a record 20,000 Tweets per second during the World Cup
Elon Musk announced the milestone on November 23, 2022.
World Cup traffic hit almost 20,000 tweets per second today! Great work by Twitter team managing record usage.
— Elon Musk (@elonmusk) November 23, 2022
If that were true for every second of a 24 hour period, there would be over 1.7 billion Tweets per day.
29. You can post up to 2,400 Tweets per day
I mean… does anyone need more? In all seriousness, Twitter has a few limits to help reduce potential bot spam.
Want the maximum reach possible on Twitter? Use Hootsuite’s Best Time to Publish feature to automatically schedule your 2,399 Tweets per day at the most optimal times for your audience to see them.
Rock your Twitter marketing by using Hootsuite to plan, schedule, and publish Tweets, engage with users, and track topics and hashtags. Combined with powerful Twitter analytics, Hootsuite is your perfect partner for success on the platform and all other networks.