Get familiar with all the most important and up-to-date Twitter statistics, so you can plan Twitter strategy that works for your brand.
Twitter is a microblogging and social networking platform that encourages its audience to share posts (commonly known as Tweets) and engage with other users. To get the most out of marketing campaigns on the platform, it’s worthwhile to understand the Twitter statistics that make the network tick, how and why audiences use Twitter, and what’s in store for advertisers on Twitter in 2022.
In 2020, eMarketer predicted that Twitter would see a 2.8% growth, but the pandemic changed everything. So in October, they revised their 2020 forecast to a growth of 8.4%—a considerable increase from their original forecast.
Fast-forward to 2022, and eMarketer predicts that the number of Twitter users will grow by 2% and then continue on a slight downward trend and hit 1.8% growth in 2023 and 1.6% in 2024.
When it comes to democrats and republicans, Twitter leans more towards the left. 65% of the platform’s user base identifies as or leans toward democrat. Twitter is only beaten by Reddit, whose audience is almost 80% democrat.
The platform with the largest volume of republicans was Facebook, with 46% of the social media platform’s audience leaning or identifying with the republican ideology.
85% of Twitter’s audience earn more than $30,000 and 34% earn $75,000 or above. This signals that around a third of the platform’s audience has high spending power, so think to consider this when you’re crafting your campaigns and content.
According to research by Edison, before the ban, 43% of US adults aged 18 or above said they use Twitter. However, after the social networking site disqualified then-President Donald Trump on January 8th, 2021, 52% of the same cohort said they use Twitter.
A little over five hours is more than Snapchat (3 hours per month) and Messenger (3 hours per month). The social media platform with the highest time spent was YouTube, with adults spending a massive 23.7 hours per month consuming video content on the channel.
We’ve all been there. You’re head down at work, and then before you know it, your cell phone is in hand, or you’ve clicked onto Twitter.com on your desktop for a leisurely scroll. For marketers, this signals that the under 30 crowds are active, frequent users of the platform, and you should plan campaigns that attract and engage this demographic.
And 30% of people said that Twitter has made them more politically aware. But, on the flip side, 33% of those surveyed said that the site hosts inaccurate information, and 53% think that misleading information is a continual major problem on the site.
For marketers, this goes back to trust. You’ll need to ensure that the Tweets you send are accurate and use the platform to position your brand or company as a trusted resource.
Around the same number of people also use instant messaging and live chatbots to conduct research online.
For marketers, this means that you need to keep your brand account up to date. Of course, not everyone needs to post five or six times a day, but if audiences are searching for brands online and scoping them out, it’ll help your credibility if your account is active and regularly posting valuable content.
If you’re a brand looking to make waves on Twitter, get involved with Twitter Spaces, Twitter’s Clubhouse alternative. Twitter says that “just a 10% rise in conversation has led up to a 3% increase in sales volume”.
So why not incorporate hosting a Twitter Spaces conversation and build a community to help drive sales?
This isn’t the highest figure, but it’s super important to remember that Twitter is a relatively niche platform and that 5.8% of people could well be your engaged target audience, depending on your business.
Twitter is always looking to innovate and launch new product features. One of their most impactful tools is First View, which shows your Twitter video ad to audiences when they first log in and begin their browsing session.
This is prime real estate for marketers and advertisers to ensure that your audience engages with your video content. For example, according to Twitter themselves, one brand ran a First View campaign during a global sporting event to coincide with a TV ad campaign and saw a 22% increase in reach on the platform.
70% of Twitter users said they regularly watch, follow, or are interested in soccer, and with the FIFA World Cup coming up in late 2022, the world will be in a “football-frenzy.” So now really is the time to learn the difference between Alexander-Arnold and Zinedine Zidane.
Marketers need to have their finger on the pulse and plan campaigns that fit around the World Cup and take advantage of the conversations and engagement that’ll be happening in November and December.
During the COVID-19 global pandemic, community mattered more than ever, and consumers noticed. For brands, this means showcasing your impact on the world and what you’re doing to support local and global communities.
Save time managing your Twitter presence by using Hootsuite to schedule Tweets (including video Tweets), reply to comments and DMs, and monitor key performance stats. Try it free today.