Beginner Guide

12 essential Twitter statistics to guide your strategy

Twitter What If Not The center of pop culture and trending conversations?

While platforms like Facebook and Instagram have more users, Twitter’s audience is active, engaged and regularly participates in conversations on trending topics, making it a valuable channel for brands who want to connect with their audiences. Huh.

To really harness the potential of this platform, you have to understand how people are using it. That means staying up-to-date on the latest Twitter statistics and trends that could shape your outlook.

Check out these 12 Twitter statistics to inspire and guide your social media strategy this year.

1. Twitter is seeing an increase in the number of monetized users

According to Twitter’s latest letter to shareholders, the platform currently has 217 million monetizable daily active users (DAUs). Monetizable users are considered user accounts that can view advertisements on the Platform.

While the last reported monthly active user count was 330 million, the company has since changed its reporting metrics to include only monetized users.

2. 50% of consumers use Twitter

According to Sprout Social’s index report, 50% of consumers are currently using Twitter.

It is one of the top platforms that consumers use to follow brands on social media. With 36% of consumers following brands on Twitter, it can be the perfect platform to build your social media presence.

Sprout Social Index displays a list of popular social media platforms for consumers

3. US users are the largest audience on the platform

Although Twitter sees a good number of its viewers from different parts of the world, it is most popular among US users. The latest reports reveal that 77.75 percent of Twitter users are from the United States. Japan comes next, contributing 58.2% of users.

These statistics prove that Twitter is an ideal marketing platform for brands that primarily want to target a US-based audience.

4. 58% of high-volume users visit Twitter daily

Frequent tweeters or high-volume Twitter users are the biggest contributors to daily activity on the platform. The Pew Research Center states that users who have made 20 or more tweets per month over the lifetime of their account are considered ‘high-volume’, while low-volume tweeters average less than 20 tweets per month.

The study below found that 58% of high-volume users visit the site daily. Only 10% of these users visit the site only once or twice a day.

Graph showing the difference between how high-volume and low-volume Twitter users visit and tweet on the platform

5. Use of Twitter the most 30. younger people do

This figure shows that people in the age group of 18-29 are the largest audience of Twitter users. 20% of people in this age group visit the site daily, several times a day.

Graph showing the age distribution of Twitter users

If you are hesitant to use the platform because you are targeting a younger audience, these numbers are eye-opening. You can also use Twitter analytics tools to get a better picture of your audience distribution and see if you’re reaching the right people.

6. The most important reason people use Twitter is entertainment

As a major source of trending Internet conversations, Twitter is a favorite destination for anyone who wants to be entertained. The report below shows that 74 percent of US users are on Twitter for fun. And 42% say it is the most important reason to use the platform.

Staying informed, seeing different perspectives and connecting with other people are other major reasons to use the platform, especially for users over the age of 50.

Graph showing the top reasons people are using Twitter

This statistic can help shape your Twitter marketing strategy, indicating that a lot of attention should be paid to entertainment-based content as well as informational content.

Consider using social listening tools to see what your audience is talking about and what interests them. Trending Twitter hashtags can also tell you what’s popular among your target audience, helping you figure out what type of content your followers want. Watch so you can improve your engagement.

7. Consumers Want to See Brands Using Twitter More

According to the latest Sprout Index report, Twitter is one of the top platforms for marketers based on usage. Fifty-two percent of marketers are currently using the platform. At the same time, 30 percent of consumers want brands to use Twitter more.

So if your brand isn’t on Twitter yet or if you’re not using the platform a lot, it’s time to change that. Twitter can give you the right platform to connect with your audience and build a community.

You can use it to entertain your audience and create content that resonates with them, or even as a platform for customer service and reputation management.

Graph showing the difference between how brands are using social media and how consumers want brands to use social media

8. Twitter’s Year-over-Year Ad Revenue Up 22%

Twitter generated $1.41 billion in ad revenue, resulting in a 22% year-over-year increase due to their growing advertiser demand and ongoing revenue product improvements.

Graph comparing total Twitter revenue with the previous year

With better advertising tools at their disposal, advertisers continue to see the business value of Twitter. And if you’re not yet advertising on Twitter, you might want to revamp your strategy to include Twitter ads.

9. US advertising revenue surpasses international advertising revenue

With US users dominating the platform, it is no surprise that the majority of the platform’s advertising revenue comes from the US. In fact, US advertising revenue far exceeds advertising revenue from international markets, as the letter to shareholders reports.

While international advertising revenue totaled $628 million, US advertising revenue reached $785 million. Total US revenue was $885 million, shown below.

US vs. International Total Revenue Comparison Graph

This explains a lot about the impact Twitter has had on American advertisers. And the platform is worth checking out if you are planning to launch a social media advertising campaign.

10. Ads give Twitter users a sense of normalcy

If the pandemic was hesitating to advertise on Twitter, you might want to reconsider things. Continuing with business as usual can give people a much needed break from news and information related to COVID. In fact, Twitter reports that seeing or hearing an ad helps 51% of people on Twitter To gain some sense of normalcy.

This doesn’t take away the fact that you need to realign your brand voice and communication to fit in with the current times. Consumers still expect your brand to be position-sensitive. According to a Twitter report, 77 percent of Twitter insiders feel more positive about brands that try to provide support during challenging times.

But how can your brand actually show support? 82 percent of Twitter insiders believe brands can play a role by supporting frontline staff. And 81% want brands to support vulnerable people in the community. Other ways your brand can help support your local community are by showing kindness and sharing positive stories.

11. Twitter’s First View Gets More Video Watching Time Than Other Platforms

To cater to its advertisers, Twitter is constantly introducing new advertising tools and improving existing ones. One of the most effective tools is First View Takeover, which displays your video ad to users as the start of their Twitter session. This allows you to take advantage of Twitter’s prime real estate and get your brand in front of your target audience.

Twitter reports that First View gets 1.4x more video viewing time Compared to competing platforms. So this advertising solution can make a great addition to your Twitter advertising strategy.

12. People spend more time watching ads on Twitter than on other platforms

What makes Twitter so invaluable to advertisers is the search and engagement mindset of its users. according to Platform internal dataTwitter is the number one platform for search. But Twitter users don’t just stop at the search. People spend more time viewing ads on the platform than on other major platforms – 26% more time to be exact.

It proves that if used effectively, Twitter can be a powerful way to market your brand.

Make these Twitter statistics work for your brand

From these key Twitter statistics, it is clear that the platform can play a vital role in your brand’s social media strategy. Of course, you still need to plan your approach carefully and use a marketing strategy that resonates with your target audience.


The post 12 Essential Twitter Stats to Guide Your Strategy first appeared on Sprout Social.

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