The COVID-19 pandemic has led to people spending more time at home, and for many, this translates to increased social media use, particularly on platforms like Twitter. Twitter continues to be one of the most widely used social networks in the US, with over 20% of American internet users accessing it monthly. Regardless of your personal Twitter usage, there’s a good chance your company leverages it for business promotion. You might even have multiple accounts dedicated to different purposes like marketing, customer service, or community building. Maintaining an active Twitter presence is crucial in today’s digital landscape.
“Twitter offers businesses a budget-friendly way to connect with their customer base,” notes Susan Ward, who owns an IT consulting firm. “Used effectively, it can bolster brand identity and significantly amplify marketing efforts.”
Since its debut in 2006, Twitter has undergone significant transformations. To stay ahead in 2024, marketers need to be aware of these 40 key Twitter statistics and adapt their strategies accordingly.
Twitter’s Reach and Influence
1. A staggering 1.3+ BILLION accounts exist on Twitter. 2. The platform boasts 353 million monthly active users, reflecting a 4% growth in 2021 alone. 3. In 2021, there were 186 million daily active users on Twitter. 4. Every single day, 500 million tweets are sent. 5. Twitter is the go-to platform for discovery, with 79% of users seeking out new information and trends, making it the #1 platform for discovery. 6. A significant portion of users, 42% of Twitter uses, engage with the platform daily. 7. On average, a Twitter user spends 3.39 minutes on the platform per session on the platform.
What This Means for You
Twitter’s popularity is undeniable! However, it’s not just about the sheer volume of users but understanding their behavior. Millions log in daily, eager to explore new content, be it news, products, or experiences. Those 3.39 minutes spent on the platform each day offer a valuable window to capture your target audience’s attention.
Understanding Twitter’s Demographics
8. Men make up 56% of US Twitter audiences identify as male of Twitter users, while 44% identify as female. 9. When considering male internet users, 24% use Twitter are active on Twitter. 10. Similarly, among female internet users, 21% use Twitter are on the platform. 11. A significant portion, 22% of US adults of US adults, use Twitter. 12. Impressively, 30 million of Twitter’s daily users are American (with roughly 59 million total American users). 13. With 79% of Twitter accounts are international users (representing 262 million users outside the US), its global reach is undeniable. 14. Notably, there are more than 45 million Twitter users in Japan. active on Twitter. 15. Approximately 16 million Twitter users in the UK. individuals in this age group use the platform. 16. Within the US, 38% of Twitter users fall into the between the ages of 18 and 29. category. 17. Additionally, 26% of Twitter users are between 20 and 49 years old.. 18. A significant majority, 80%, of Twitter users are classified as “affluent millenials.”.
19. Interestingly, 42% of US Twitter users have a college degree (in contrast to only 31% of the general US population). 20. Politically, 36% of US Twitter users lean identify as Democrat, while 21% identify as Republican.
Decoding the Demographics
Twitter’s user base is a melting pot of cultures, ethnicities, genders, ages, and political viewpoints. However, a sizable segment falls under the “affluent millennial” category. The platform enjoys particular popularity in the US, Japan, and the UK. While predominantly favored by younger demographics, Twitter has witnessed growing adoption among older adults.
The key takeaway? Regardless of your target audience, a significant portion likely engages with Twitter. Similar to Facebook and Instagram, Twitter enables targeted advertising based on demographics. Leverage this feature to reach your desired customer base within this vast user pool.
Twitter Marketing: What the Numbers Reveal
21. Compared to other major platforms, engagement with ads is Time spent viewing ads online is 26% on Twitter. 22. Twitter users are 53% more likely to be the first to buy new products to make purchases based on ads they see. 23. This is further evidenced by the fact that 93% of Twitter community members are open to brand presence on Twitter. 24. Twitter’s site referral traffic has grown 6% year-over-year. 25. Moreover, Twitter ad engagement is up 23%. 26. Twitter users show a preference for brands that are inclusive, culturally relevant, and transparent. 27. It’s no surprise that tweets incorporating hashtags get 100% more engagement experience higher engagement rates. 28. A significant number of businesses, 67% of B2B businesses, have embraced Twitter as an integral part of their digital marketing strategy. 29. The most used Twitter emoji is the “Face with Tears of Joy”, having been used over 2 billion times.
Maximizing Your Marketing Impact on Twitter
If you’re not already advertising on Twitter, now’s the time to seriously consider it. The platform not only boasts higher user engagement compared to its counterparts but also demonstrates a greater propensity for driving purchases through ads.
Prioritizing cultural inclusivity in your content is paramount. Ensure your messaging resonates positively across diverse beliefs and demographics, avoiding any unintended negative interpretations.
Embrace the power of hashtags and emojis! These elements consistently contribute to higher engagement, making them essential tools in your Twitter arsenal. If your hashtag game needs a refresh, resources like a comprehensive guide to hashtagging can prove invaluable.
The Power of Twitter Video
30. Tweets that feature with video get 10x more engagement see significantly more engagement. 31. Each day, users collectively watch an astounding 2 billion videos on Twitter. 32. It’s evident that for many, the primary motivation #3 reason people use Twitter on Twitter. 33. Incorporating video into your Twitter ads can result in a 50% cheaper compared to other ad formats.
Those viewership figures are hard to ignore!
Lights, Camera, Action!
Video content is non-negotiable on Twitter. While incorporating it into every tweet might not be feasible, it’s crucial to elevate your video strategy for the platform. Don’t shy away from retweeting the same video multiple times to maximize its reach. Treat your video tweets as high-priority content, even considering paid promotion, as video consumption clearly reigns supreme on Twitter. Give your audience what they crave!
Twitter on the Go: Mobile Usage Dominates
34. The vast majority of users, 80% of Twitter users, access Twitter via their mobile devices. 35. Unsurprisingly, 93% of video views occur on mobile. 36. Mobile advertising revenue constitutes a substantial 88% of total advertising revenue of Twitter’s total ad revenue.
Optimizing for the Mobile Experience
Investing in Twitter mobile ads is highly recommended. Since most users engage with the platform on their smartphones, ensuring your ads are optimized for mobile viewing is crucial for your Twitter strategy. Equally important is ensuring that your website and any content linked from your tweets are also mobile-friendly. A clunky, non-responsive landing page can be detrimental to user experience.
Twitter in the Age of COVID-19
37. The pandemic has led to a surge in direct messaging, with a increased 30% since March 6. 38. Similarly, the utilization of Twitter’s curated event page has seen a significant increased 45%.. 39. More users are being exposed to ads on Twitter, with an average of 164 million daily, reflecting a 23% from Q1 2019.
Seizing the Opportunity
Twitter usage is at an all-time high. If you’re looking to expand your reach and connect with customers and prospects, an active presence on Twitter is non-negotiable. This holds true even beyond the current climate, as evidenced by the numerous statistics discussed.
Looking for more marketing insights? Don’t miss out on these 11 Legitimately Scary PPC Stats Every Advertiser Should Know!