Twitter Marketing Statistics for 2026: Engagement Rates, Organic Reach, Video, B2B Performance, Influencers, and Content Strategy

In 2026, marketing on X (formerly Twitter) demands a more precise understanding of what the platform does well than at any previous point in its history. The platform’s aggregate metrics tell a story of contraction: the median engagement rate declined from 0.029% in 2024 to 0.015% in 2025, organic reach for B2B accounts with 10,000 followers fell to 2.3% of their audience compared to 8.7% in 2020, and overall engagement on X experienced the steepest cross-platform decline of any major social network at 48% between 2023 and 2024. X is used by 39% of social media marketers, but only 16% cite it as the channel that delivers their highest ROI, based on HubSpot’s State of Marketing 2024 report.

And yet the performance data for specific use cases remains compelling. The average X post received 2,121 impressions in 2024, a 76% increase from 1,207 in 2023, representing a dramatic improvement in organic content distribution. Video content generates 10x more engagement than text-only posts, and X users watched 8.3 billion videos daily in 2024, a 40% year-over-year increase. Sports teams on X post 40 to 50 times per week and achieve a median engagement rate of 0.073%, the highest of any tracked industry. B2B executives who post 2 to 3 times daily with industry insights see average follower growth of 23% annually, and 64% of UK business decision-makers discover new industry perspectives through X, ahead of LinkedIn articles at 41%, based on Edelman’s 2024 Trust Barometer. X users check the platform 16 or more times daily, and 89% use it to discover new products. And among brands that use X for customer support, 83% of users who received a brand response said they felt better about that brand.

The platform’s structural identity remains intact: 59% of X users regularly use it for news, making it the top social media source for news globally. Real-time conversations around breaking events, live sports, and cultural moments generate unmatched contextual advertising efficiency. X users are 76% more open to trying new things and 45% more likely to click on ads than users on other platforms. And 76% say conversations they see on X influence what they buy, positioning the platform as a discovery and consideration channel for brands willing to show up authentically in real-time discourse.

This article compiles 75+ Twitter X marketing statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary data sources including Sprout Social, Rival IQ, Hootsuite, HubSpot State of Marketing 2024, Edelman Trust Barometer 2024, Pew Research Center, Metricool, SocialPilot, WebFX, SocialSellinator, Vidico, RecurPost, Whitehat SEO, and WinSavvy. Every statistic is atomic, individually sourced, and linked directly to its original study or publication.

Scope and Methodology

Includes only publicly available Twitter X marketing statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry benchmark reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Twitter X Marketing Statistics for 2026

The median engagement rate on X declined from 0.029% in 2024 to 0.015% in 2025 across all industries, based on Rival IQ data cited in Sprout Social Twitter X Statistics 2025.
The average X post received 2,121 impressions in 2024, a 76% increase from 1,207 impressions in 2023, based on platform impression data compiled by Vidico X Twitter Statistics and Trends.
Video content on X generates 10x more engagement than text-only posts, based on content format comparison data cited in Vidico X Twitter Statistics and Trends.
X users watched 8.3 billion videos daily in 2024, a 40% year-over-year increase, based on platform video consumption data compiled by Hootsuite X Stats That Marketers Need to Know in 2025.
X is used by 39% of social media marketers, with 16% citing it as the channel that delivers their highest ROI, based on HubSpot’s State of Marketing 2024 report cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
89% of X users use the platform to discover new products, and 76% say conversations they see on X influence what they buy, based on platform audience behavior data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
83% of Twitter users who received a response to a tweet from a brand felt better about the brand, based on brand interaction data cited in WinSavvy X Twitter Marketing Key Statistics 2024.
X users are 76% more open to trying new things, check in 16 or more times daily, and are 45% more likely to click on ads than users on other platforms, based on platform audience propensity data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
Engagement on X declined 48% from 2023 to 2024, the steepest engagement decline of any major social network, based on cross-platform engagement comparison data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
Top brands on X achieve an engagement rate of approximately 0.08% and post at a frequency of 4.2 times per week, based on Rival IQ benchmark data cited in Sprout Social Twitter X Statistics 2025.
59% of X users regularly use the platform for news, making it the top social media source for news globally, based on a 2024 platform study cited in Sprout Social Twitter X Statistics 2025.
35% of X users interact with brands daily, based on the 2024 Network Content Strategy Report cited in Sprout Social Twitter X Statistics 2025.

Platform and Audience Statistics

X has approximately 557 million monthly active users worldwide in 2025, ranking as the 15th most-used social media platform globally, based on user data compiled by SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
X had around 245 to 250 million monetizable daily active users in 2025, with users spending an average of 34 minutes per day on the platform, based on user activity data compiled by Venuelabs X Twitter Statistics 2025.
X.com recorded around 3.8 billion monthly website visits as of November 2025, an average of 9.29 pages per visit with a 46.28% bounce rate, based on Semrush data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
The United States is X’s largest market with over 106 million users, and 21% of all American adults use X, compared to 70% for Facebook and 50% for Instagram, based on Pew Research Center data cited in Hootsuite X Stats That Marketers Need to Know in 2025.
Gen Z is the largest generational group on X, with a 12% increase in Gen Z users from 2022 to 2024, and Gen Z drove a 6.9% brand equity jump for X in Q3 2024, based on internal X data cited in Hootsuite X Stats That Marketers Need to Know in 2025.
The largest age cohort on X is 25 to 34 years, accounting for approximately 36% of users, followed by 18 to 24 year olds at approximately 34%, based on demographic data cited in Marketing LTB Twitter Ads Statistics 2025.
68.5% of all X users are male, one of the highest gender disparities of any major social network, based on demographic data compiled by BusinessofApps X Revenue and Usage Statistics 2025.
25% of Americans aged 30 to 49 use X, and X use is relatively consistent across income categories with 15% to 24% of Americans in all income categories under USD 99,999 using the platform, based on Pew Research Center data cited in Hootsuite X Stats That Marketers Need to Know in 2025.
55% of daily American X users still refer to the platform as Twitter, while only 19% use the X branding, and 80% of UK users refer to the platform exclusively as Twitter, based on naming research cited in Vidico X Twitter Statistics and Trends and SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
91% of Britons recognized Twitter X as a social media platform in a YouGov poll conducted in late 2024, positioning it second only to Facebook in UK brand awareness, based on a YouGov poll cited in Enrich Labs Twitter X Benchmarks 2025.

Engagement Rate Statistics

The median engagement rate on X across all industries is 0.015% in 2025, down from 0.029% in 2024, based on Rival IQ benchmark data cited in Sprout Social Twitter X Statistics 2025.
The average engagement rate across all industries on X is approximately 1.6% when measured broadly by total interactions, while the more precise calculation placing the average at 0.029% in 2024 uses total follower counts rather than impressions as the denominator, based on multi-method benchmark data cited in Vidico X Twitter Statistics and Trends.
The average post on X received 31.46 likes in 2024, down from 37.82 in 2023, while reposts fell from 4.1 to 1.56 and mentions fell from 11.06 to 8.47, based on post-level engagement data cited in RecurPost X Twitter Statistics 2026.
Sports teams achieve the highest median engagement rate of any industry on X at 0.073%, while media accounts achieve the lowest at 0.009%, based on Rival IQ industry benchmark data cited in SocialSellinator Twitter User Engagement Metrics 2025.
Technology sector posts achieve the highest engagement rates on X compared to other platforms, with tech content performing better on X than on LinkedIn at 1.27%, Instagram at 1.25%, or TikTok at 0.44%, based on cross-platform technology content performance data cited in Vidico X Twitter Statistics and Trends.
An engagement rate above 0.102% is considered excellent on X, 0.045% to 0.102% is good, 0.029% is average, and below 0.029% is below average, based on performance tier benchmarks published by SocialSellinator Twitter User Engagement Metrics 2025.
75% of users have used X to engage with brands at least once, based on a Khoros study cited in Sprout Social Twitter X Statistics 2025.
Tweets with emojis, used in 26.7% of global tweets, see 25.4% higher engagement rates than tweets without emojis, based on tweet-level performance data cited in SocialSellinator Twitter User Engagement Metrics 2025.
The average retweet rate on X is 0.5% to 1%, and the average reply rate is 0.02% to 0.05%, based on content interaction benchmarks published by WebFX X Twitter Marketing Benchmarks for 2026.

Content Format and Posting Strategy Statistics

Video content on X achieves 10x more engagement than text-only posts, and video posts by influencers achieve a 0.42% engagement rate, significantly higher than photo posts at 0.08% and text posts at 0.10%, based on Sprout Social Influencer Marketing data cited in Sprout Social Twitter X Statistics 2025.
X users watched 8.3 billion videos daily in 2024, a 40% year-over-year increase, and X spent six billion minutes watching video daily, a 10% increase from 2023, based on platform video data compiled by Hootsuite X Stats That Marketers Need to Know in 2025.
X launched a dedicated video tab for U.S. users in January 2025 to create a fullscreen video experience similar to TikTok and Reels, based on platform product update data cited in Hootsuite X Stats That Marketers Need to Know in 2025.
Tweets with one or two hashtags receive 21% higher engagement than tweets with three or more hashtags, and tweets with hashtags receive 100% more engagement than those without, based on hashtag performance research cited in SocialSellinator Twitter User Engagement Metrics 2025 and WinSavvy X Twitter Marketing Key Statistics 2024.
Trending hashtags achieve 2% to 5% engagement compared to 0.1% to 0.5% for branded hashtags, based on hashtag-type engagement data published by WebFX X Twitter Marketing Benchmarks for 2026.
Polls on X boost engagement by up to 1.5x compared to standard posts, based on interactive content performance data cited in SocialSellinator Twitter User Engagement Metrics 2025.
Carousel-style multi-media creatives on X show 35% more clicks than single-image posts, based on ad creative format data cited in Venuelabs X Twitter Statistics 2025.
The median Tweet frequency across all industries dropped from 3.31 tweets per week in 2024 to 2.16 tweets per week in 2025, based on Rival IQ frequency data cited in Sprout Social Twitter X Statistics 2025.
Media companies post at a median of 49.90 tweets per week and sports teams post at 44.25 tweets per week, the two most active industry categories on X, based on Rival IQ industry frequency data cited in Sprout Social Twitter X Statistics 2025.
The best days to post on X are Tuesdays, Wednesdays, and Thursdays, with 9 AM to 3 PM the most engaging hours, based on the 2024 Network Content Strategy Report cited in Sprout Social Twitter X Statistics 2025.

B2B Marketing Statistics

LinkedIn generates 80% of B2B social media leads while X contributes 12.73%, a dramatic shift from 2020 when Twitter generated approximately 32% of B2B social leads, based on HubSpot’s State of Marketing 2024 report cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
Sprout Social’s analysis of 2,400 B2B companies shows X delivers an average conversion rate of 0.69% from social traffic to marketing qualified leads, compared to LinkedIn’s 2.74%, based on comparative B2B platform analysis published by Whitehat SEO Twitter X for B2B Marketing in 2026.
The average B2B account with 10,000 followers on X reaches just 2.3% of their audience with a typical post, down from 8.7% in 2020, compared to LinkedIn’s organic reach of 5.6% of followers for company pages, based on organic reach comparison data published by Whitehat SEO Twitter X for B2B Marketing in 2026.
82% of B2B content marketers use X for their content strategies, making it the second-most used social platform in B2B marketing, based on data cited in Amra and Elma Top Twitter Marketing Statistics 2025.
64% of UK business decision-makers discover new industry perspectives through X, compared to 41% through LinkedIn articles, based on Edelman’s 2024 Trust Barometer data cited in Whitehat SEO Twitter X for B2B Marketing in 2026.
B2B executives who post 2 to 3 times daily with industry insights see average follower growth of 23% annually, while those using X purely for company promotion see only 3% annual growth, based on executive posting behavior analysis published by Whitehat SEO Twitter X for B2B Marketing in 2026.
B2B companies that use X for customer support report 31% higher customer satisfaction than those relying only on email, based on B2B customer service channel comparison data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
65% of B2B marketers use X for content distribution in 2024, particularly for industry news, thought leadership content, and company updates, based on B2B content distribution data cited in WinSavvy X Twitter Marketing Key Statistics 2024.
A professional services firm implementing employee advocacy on X with 20% staff participation achieved 340% more marketing qualified leads and reduced cost per lead from GBP 143 to GBP 78 over six months, based on an employee advocacy case study published by Whitehat SEO Twitter X for B2B Marketing in 2026.

Influencer Marketing Statistics

The average engagement rate per post from an X influencer in 2024 was 0.09%, with video posts achieving 0.42%, photo posts 0.08%, and text posts 0.10%, based on Sprout Social Influencer Marketing data cited in Sprout Social Twitter X Statistics 2025.
X influencer video posts achieve a 0.42% engagement rate, compared to Instagram influencer video posts at 1.8% and TikTok influencer posts at 2.18%, based on cross-platform influencer comparison by Sprout Social Twitter X Statistics 2025.
Only 5.5% of marketers use X for influencer campaigns, far below TikTok at 58.9% and Instagram at 35.2%, based on influencer marketing platform adoption data compiled by Hootsuite X Stats That Marketers Need to Know in 2025.
The United States led X influencer engagement in 2024 with 37 billion total engagements, followed by the United Kingdom as the second most significant market, based on Sprout Social Influencer Marketing geographic data cited in Sprout Social Twitter X Statistics 2025.
X influencers are generally less expensive than Instagram or YouTube influencers, making X cost-effective for brands targeting male-skewed or news-oriented audiences despite lower average engagement rates, based on influencer pricing analysis published by Sprout Social Twitter X Statistics 2025.
40% of Twitter users have made a purchase based on an influencer tweet, based on purchase influence data cited in WinSavvy X Twitter Marketing Key Statistics 2024.
Time spent in X Communities has risen 300% since May 2023, indicating growing niche audience engagement that supports community-based influencer campaigns, based on platform engagement data cited in Amra and Elma Top Twitter Marketing Statistics 2025.

Customer Service and Brand Statistics

60% of X users expect brands to respond to customer service inquiries within one hour, based on customer expectation data cited in WinSavvy X Twitter Marketing Key Statistics 2024.
83% of Twitter users who received a brand response to their tweet felt better about that brand, demonstrating the direct brand sentiment uplift from timely customer service on the platform, based on data cited in WinSavvy X Twitter Marketing Key Statistics 2024.
55% of Twitter users say they are more likely to buy from a brand they follow on X, based on brand following and purchase intent data cited in WinSavvy X Twitter Marketing Key Statistics 2024.
X boosts brand awareness by an average of 11% for businesses that use it as part of a consistent content strategy, based on brand awareness measurement data cited in Venuelabs X Twitter Statistics 2025.
Consumers on X are most likely to engage with educational product content and contests and giveaways when interacting with brands, reflecting the platform’s edutainment preference among its audience, based on the 2024 Network Content Strategy Report cited in Sprout Social Twitter X Statistics 2025.
70% of marketers indicate a lack of trust in X’s ability to provide positive ROI, the highest distrust level of any major social platform, compared to 70% who trust LinkedIn and 68% who trust Instagram to deliver positive ROI, based on a global August 2023 social media marketing survey cited in Sprout Social Social Media ROI Statistics 2025.
X is used primarily for entertainment by 48% of users and for news by 65% of users, shaping the content strategy requirements for brands on the platform, based on user motivation data compiled by Owlead X Twitter Statistics 2025.

Organic Reach and Growth Statistics

The average X post received 2,121 impressions in 2024, a 76% increase from 1,207 in 2023, driven by algorithm changes that favor quality content and give organic content better distribution, based on platform impression data compiled by Vidico X Twitter Statistics and Trends.
X’s algorithm in 2025 promotes content from smaller accounts that users do not directly follow, favors eye-catching content including GIFs, images, and videos, and emphasizes posts with high interaction and recency, based on platform algorithm documentation cited in Owlead X Twitter Statistics 2025.
eMarketer projected X would lose 10 million users globally in 2025, including a 3.8% drop in U.S. users and a further 3.5% in 2026, while U.S. ad revenue was forecast to grow 17.5% to USD 1.31 billion in the same period, based on eMarketer forecast data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
Active accounts on X average 50,000 to 200,000 organic impressions per month, based on organic impression range benchmarks published by WebFX X Twitter Marketing Benchmarks for 2026.
34.9% of X users enjoy following or discovering brands and products, providing a receptive organic audience for brand content, based on user behavior data cited in Owlead X Twitter Statistics 2025.
X users are 32% more likely to try new products first compared to non-X users and 24% more likely to share product recommendations, making the platform structurally favorable for product launches and awareness campaigns, based on audience propensity data cited in Spiralytics X Twitter Advertising Stats and Benchmarks 2025.

Platform Context and Market Position Statistics

X ranks among the world’s 10 most-visited websites as of November 2025, with 3.8 billion monthly visits despite being the 15th most-used social media platform by registered users, based on Semrush traffic data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
Mobile devices account for 58.26% of X.com visits compared to 41.74% from desktops, based on device traffic data cited in SocialPilot Twitter X Statistics to Reshape Your Strategy in 2026.
X has paid out more than USD 20 million to its creator community through its ad revenue sharing program, launched in 2023, with over 80,000 participants, based on creator economics data cited in Amra and Elma Top Twitter Marketing Statistics 2025.
xAI acquired X Corp in 2025 for USD 33 billion, integrating Grok AI directly into the platform and signaling a strategic shift toward AI-augmented content discovery and creation tools for marketers, based on corporate transaction data cited in Venuelabs X Twitter Statistics 2025.
Over 1.7 million ad campaigns were created by more than 250,000 advertisers globally on X in 2024, based on platform advertising activity data cited in Vidico X Twitter Statistics and Trends.
X generates revenue from 68% advertising and 32% subscriptions and other streams in 2024, with U.S. ad revenue at USD 1.3 billion and rest-of-world at USD 1.2 billion, based on revenue structure data cited in Venuelabs X Twitter Statistics 2025.

References

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