12 Important Twitter Stats to Information Your Technique
As an important source for trending internet conversation, Twitter can be a valuable marketing channel. However, to get the most out of the platform, you need to understand the pros and cons. This means that you will always have the latest Twitter statistics to understand how users are using the platform.
To make sure you get the most up-to-date stats for your strategy in 2021, we’ve rounded up 13 of the most important ones for you. Learn if it’s time to do another Twitter audit or how to customize your approach. Check out the Top Twitter Stats You Need to Know This Year:
1. The number of active users that can be monetized on a daily basis continues to grow
By the third quarter of 2020, the average monetizable active Twitter users had hit 187 million daily, according to the Twitter letter to shareholders for that quarter. This corresponds to an increase of 29% compared to the previous year.
Note the use of the term “monetizable” which only refers to the accounts that can see advertisements on the platform. This means that only part of the Twitter user base contributes to the platform’s advertising revenue.
In the meantime, the overall growth of Twitter users continues to grow steadily. By the first quarter of 2019, the number of monthly active Twitter users (MAU) had reached 330 million. Starting in the second quarter of the same year, the company instead focused on monetizable daily users.
Much debated current events were a factor that contributed to the increase in monetizable daily active users, according to Twitter. For example, the increased talks about COVID-19 on a global scale and the preparation for US elections have piqued interest.
2. Most of the Twitter users are American
The majority of the platform’s users are Americans: around 68.7 million (as of October 2020). Japan and India follow the US as the top countries in Twitter’s international user base.
The large American user base makes Twitter an important marketing and communication channel for US-based brands. In fact, it’s an ideal platform for providing quick and reliable customer service.
3. More than half of American Twitter users use it every day
According to the latest Twitter usage statistics, 52% of Twitter users in the US access the platform on a daily basis. In addition, 84% of American Twitter users access the platform on a weekly basis.
These statistics, which indicate high frequency of use, show the value of the platform for getting news updates regularly and developing trending topics.
After all, 96% use Twitter at least monthly.
4. 28.9% of Twitter users are between 25 and 34 years old
In terms of the general age demographics of Twitter users, Millennials and Gen Z make up a large portion of the user base. The use of Twitter is most common in the 25 to 34 age group, which will make up 28.9% of the total number of users as of October 2020. People between 35 and 49 years of age take second place and make up 28.2%. And 21.6% of Twitter users are between 18 and 24 years old.
While these numbers give you a comprehensive picture of who is using the platform, the demographics interested in specific topics or brand categories can vary significantly. Make sure you do a Twitter analytics to see what demographics you have for your business account. This can help you get specific details about what type of audience you are attracting so that you can align your strategy accordingly.
5. Twitter users send 500 million tweets every day
With Twitter usage being so common, you may be wondering how many tweets the platform sees each day. According to Internet Live Stats, Twitter users send approximately 500 million tweets every day. That adds up to around 200 billion tweets per year.
If this sounds like an overwhelming amount of content to figure out what to tweet from your own account, use tools like social listening to narrow down the specific (and much smaller) conversations that your specific audiences will focus on.
6. The pandemic had a significant impact on the use of Twitter
While tweet trends change every year, 2020 was a little different. In the midst of a global health crisis, the platform acted as a place for people to come together to check messages, make updates, socialize, and stay entertained while quarantined. This had a significant impact on Twitter stats and conversation trends on the platform.
According to a Twitter recap, more than 7,000 tweets were sent every minute on television and movies on the platform. And the house emoji had a 40% increase in usage. Additionally, tweets about cooking nearly tripled in 2020, with several food and beverage emojis seeing significant spikes in consumption around the world.
We can only expect a new trend round in 2021, as the situation and the focus of the discussions continue to change. So make the most of Twitter to find out what your target audience is talking about and where the conversation is coming from, before jumping into the middle of a random conversation.
7. There were 2 billion tweets about games
As the pandemic forced a large portion of the population indoors, many people turned to activities such as games to pass the time. As a result, a lot of the conversations on Twitter revolved around video games, making it an ideal social media marketing platform for the games industry. There were a total of 2 billion tweets on gaming during the year, a whopping 75% increase over 2019.
In fact, as the volume increased, so too did the number of people talking about games on Twitter. The topic saw a 49% increase in individual authors. And among video games, Animal Crossing: New Horizons got the most tweeted.
8.Twitter saw ad revenue up 15% year over year
In addition to the increase in the average daily active users that can be monetized, Twitter is also seeing an increase in advertising revenue. Twitter’s advertising revenue increased 15% year over year to $ 808 million in the third quarter of 2020.
According to Twitter, that increase in advertising revenue was at least partly due to previously delayed product launches and events being often repeated and restarted in digital form.
Twitter also made several efforts to improve the advertising experience for brands. Since then, they have introduced new ad formats and the Beta Branded Likes, which advertisers can use to create custom “Like” buttons with animated branding images.
They also re-created the First View ad format, which averages 30-40% impressions per advertiser. These improved experiences have resulted in advertisers spending more on the platform.
As a result, Twitter’s total revenue also increased. In the third quarter of 2020, the platform had total revenue of $ 936 million. This 14% increase is mainly due to the global recovery in advertising revenue.
In the same quarter, total US advertising revenue increased 11% to a total of $ 428 million. This is a positive change after a 25% decline in the previous quarter when the impact of the pandemic was felt across industries.
9. Ad engagement is also increasing
In 2020, Twitter users were increasingly concerned with ads on the platform. The total number of ad engagements on Twitter increased 35%. This is mainly due to the increase in ad impressions resulting from the increase in monetizable daily active users. The increased demand for ads also played a crucial role.
According to statistics for the fourth quarter of 2020, the cost per engagement on Twitter has decreased by 3%. These changes could make a Twitter advertising strategy a compelling option for brands that aren’t currently investing in one
10. The use of Twitter is increasing for both marketers and consumers
In line with the increase in monetizable daily active users, marketers are also expressing their intention to increase their Twitter usage. The Sprout Social Index, Issue XVI, found that 53% of marketers plan to use Twitter more in the coming year.
This makes sense because consumers are also making increasing use of the platform. The same survey found that 34% of consumers plan to use Twitter more in the coming year.
11. People are increasingly following topics on Twitter
Twitter is designed to make it easier for people to find what they’re looking for when they hit the platform. Because of this, the company focused on better organizing content around topics and interests. In the third quarter of 2020, Twitter managed to increase the number of topics people can follow by more than 25%, with more than 5,100 options.
It offered improved personalization for each theme and expanded several of them. As a result of these efforts, the number of accounts by topic increased 40% in the third quarter of 2020 compared to the previous quarter. 70 million accounts now follow the themes.
12. People are 33% more likely to open articles before retweeting
Twitter also experimented with a prompt that encouraged users to read an article if they tried to retweet it without reading past the headline. This gives people more background on the conversations they start on the platform and is aimed at promoting healthier conversations and improving the informed participation of their audience.
As a result of these efforts, people are 33% more likely to open items before tweeting them again starting in Q3 2020. More than 15 million tweets that implement conversation controls have been implemented on the platform.
Use these Twitter stats to help drive growth
Using these Twitter statistics, you can see that the platform has seen massive upheaval, largely due to the pandemic. From the conversations they have to how they interact with ads, Twitter users are changing the way they use the platform. Use these Twitter statistics to review and revise your social media marketing strategy.