Social media advertising is the new craze. It’s everywhere. There are copious amounts of advertising locations and you’re probably on the fence about which social media platforms to hit up. I get it.
If you put Mark Zuckerberg’s kingdom – meaning Facebook and Instagram – aside, you’re left with Twitter, Tumblr, Twitch, Tik Tok. T seems to be a popular letter for social media platforms.
However, we have gathered here to talk about Twitter advertising statistics.
Should you advertise on Twitter? You might be worried that the Twitter community is too political for your company. Or that there aren’t enough users to achieve your goals.
It might seem risky but we have the most important Twitter ads statistics right here to help you decide.
What if I tell you that:
Fascinating Twitter Advertising Statistics (Editor's Pick)
- There are currently 330 million monthly users.
- 75% of companies with an online presence use Twitter.
- 48.65 million users are from the United States.
- 31% of users are female.
- 80% of users are millennials.
- Ad engagement on Twitter is up 23%.
- ROI is 40% higher than the average media channels.
- Video ads are 20% more effective in driving sales.
- Tweets with videos are 6x more likely to be retweeted.
Fascinating, innit? Wanna know more?
Then keep on reading!
Twitter Usage Statistics
1. 10% of users produce 80% of the content.
(Source: PEW Research)
In the first quarter of 2019 (Q1), Twitter reported that it had 330 million monthly users.
In the second quarter, they switched their reporting techniques. They started sharing their “monetizable daily active users” – a term used to refer the users that see ads. Now, in the third quarter of 2019 (Q3) they reported to their shareholders that they had 145 million monetizable daily active users.
2. 90% of users tweet just 2 times a month.
(Source: PEW Research)
Twitter is a platform for people to discover new information. Many people don’t even update their profiles – they use the app to follow brands and news outlets. Only 10% of the most active users are creating the content, and on average they tweet 138 times each month.
90% of the least active users create just 20% of the content seen on the site. On average, users in this group tweet just 2 times a month.
3. 80% of users access the site via a mobile device.
This information can come in handy when designing Twitter ad campaigns. Keep in mind that not everything looks the way it does on a desktop. Always think about mobile users.
4. Users spend an average of 3.34 minutes per session on the site.
This might not sound like a lot of time, but Tweets do not stay on top of your dashboard for long. People use Twitter to find out the most recent information and timely updates on their followers.
5. 75% of companies with an online presence use Twitter.
(Source: The Balance Small Business)
Your competition is already using Twitter. Whether it be for marketing, customer service or general awareness – they’re there.
Another thing – 67% of B2B businesses use Twitter as a digital marketing tool. So it isn’t just B2C businesses who are taking advantage of the platform and reaping the rewards from Twitter advertising revenue.
6. Twitter’s total revenue was $841 million in 2019’s Q2.
This is an increase of 18% since Q2 of 2018.
7. In 2018, Twitter invested $78.1 million in advertising.
Twitter advertising costs increased from $70.2 million dollars spent in 2017.
Twitter Users Demographics
8. 48.65 million users were from the United States.
The vast majority of Twitter users are from the United States. But Japan comes in second place with 36.7 million users and the UK is third with 14.1 million users.
9. 38% of adults in the US between the ages of 18 and 29 use Twitter.
While platforms like Snapchat and Instagram have captured the attention of younger users, Twitter remains a popular place for millennials. After the age of 29, Twitter usage drops to just 26% of those aged 30-49, 17% of those aged 50-64, and just 7% of those aged 65 and older.
10. 69% of users are male.
Twitter user demographics should be the main focus when it comes to advertising. In order to create a successful ad, you need to know your audience.
If your business is looking to target a specific gender, it is helpful to know that females only make up 31% of users on Twitter.
11. 32% of US adults who use Twitter have at least a college degree.
(Source: PEW Research)
The overwhelming majority of Twitter users are educated. More than 60% of Twitter users have at least some college-level education.
They read through Twitter in order to keep up with worldwide events. That way they can make informed decisions
Only 13% of those using the site have a high school education or less.
12. 80% of Twitter users are affluent millennials.
According to Twitter most of their users are millennials of the savvy shoppers kind. They have money to spend and are 64% more likely to “influence purchase”.
What’s the bottom line?
Millennials know how to navigate social media. They specifically use Twitter to find new and cool things to buy. But, they are smart. So, you must be too.
Twitter Advertising Stats
13. Twitter made $727 million dollars in ad revenue in Q2 2019.
Twitter advertising revenue saw a 7% increase in Q2 compared to Q1 of 2019.
14. Engagement rate peaks when brands tweet 15 times per day.
Most retweets happen within an hour of the tweet being published. Twitter is a fast-paced social networking platform and Tweets don’t stay visible for very long.
So, here’s the deal:
Posting regularly throughout the day, even if the content is similar, can boost your engagement rate and keep your brand awareness high.
15. For small businesses, engagement rate peaks at 2-5 tweets per day.
Smaller businesses have a smaller target audience. The goal is to get higher engagement rate per tweet. You don’t have to tweet as frequently, but in order to keep the awareness high you still have to do it regularly. Just don’t overwhelm your audience.
16. Ad engagement is up 23%.
In 2019, people are engaging more with ads. Users are clicking on them more and viewing them more.
That’s amazing, right?
It gets even better:
The cost per engagement is down by 12%!
17. 70% of advertising should be product-focused marketing.
Maintaining this 70/30 balance when it comes to marketing strategies can optimize your Twitter ads ROI. It was found that product-only campaigns delivered a short-term sales ROI of around $2 compared to around 30 cents for brand-only marketing.
Keep in mind though:
When you stick purely to product-focused marketing, the strategy can backfire over the long term. That’s because brand equity declines over time. Keeping the 70/30 balance delivers short-term ROI without sacrificing long-term brand equity.
18. Twitter ads ROI is 40% higher than the average.
Twitter ad spending statistics show that you can get you substantially higher ROI compared to average media ROI for other channels.
What is the better news?
Twitter video ads stats show that they can be up to 20% MORE effective in driving sales. So, if videos are in your marketing strategy, get ready for the returns.
Effective Twitter Advertising Statistics
19. Morning and evening commute times are the best time to post.
The best time to tweet in the morning is between 8:00 am and 10:00 am. In the evening, it is best to post between 6:00 pm and 9:00 pm.
People generally use Twitter like they use all social media and networking platforms – in their downtime or on the train to and from work. Keep those Twitter usage stats in mind when creating your marketing plan.
20. Tweets with less than 100 characters get 17% more engagement.
(Source: Snap Agency)
The message is clear: keep it short and to the point. That’s the main advantage of Twitter – content creators have to keep their tweets short because there is a 210-character limit.
Know your content. Know how to communicate effectively. Keep it to the point.
One other thing:
Keep your hashtags to 6 characters or less. This ensures reader comprehension remains high.
21. Wednesday is the best day to tweet.
Midweek is the best day to post on Twitter. While Wednesday seems to be the consensus, Tuesday’s and Thursday’s are also not the worst time to tweet.
The one clear message though is:
Steer clear of weekend tweeting!
Twitter Video Ads Stats
22. Tweets with videos are retweeted 6 times as much as image tweets.
That is compared to tweets with images. One of those Twitter ad statistics to keep in mind.
So, how do tweets with photos compared to text-only tweets?
According to Buffer, if a tweet has an image, they receive 150% more retweets than if it had only text.
23. 80% of users found video ads effective in message communication regardless of the length.
(Source: Magna Global)
Regardless of whether a video ad was in GIF format, was 6 or 30 seconds long, 80% of users found it to clearly communicate the message.
Around 75% of users found video ads informative, regardless of the length. Around 65% of users reported that the in-feed video ad created buzz about the brand.
24. Video ads are 20% more effective in driving sales.
Twitter’s conversion rate is only 0.9% – which is substantially lower than other social media platforms and websites. However, this number can be boosted by using video.
Since video is becoming more and more popular, it makes sense that users are more likely to respond to those kinds of ads. It will create more traffic for sure.
This is crazy:
Cisco predicts that by 2021, video will represent 82% of all internet traffic.
25. Videos increase ad recall lift by 276%.
Not only lift in recall, but videos on twitter increase the average intent lift by 34%. Also, they raise brand awareness by 61%.
Needless to say, video ads are increasing Twitter conversion rates and getting businesses more money.
Those Twitter advertising statistics are simply mindblowing.
But that’s not all:
Twitter Marketing Statistics
26. 68.8% of companies with 100+ employees use Twitter for marketing.
These American companies know the benefits of the social media platform. Twitter users research and engage with companies. 42% of them learn about products and services via Twitter. 41% of users provide opinions about products and services.
27. 85% of small and medium businesses users use Twitter for customer service.
From the years 2013 to 2015, there was a 2.5 times increase in customer service conversations on Twitter.
77% of users feel more positive towards a brand if they attempted an interaction and were replied to by the business.
In fact, Twitter’s CEO Jack Dorsey tweeted in 2016 stating that using Twitter for customer service increases customer satisfaction, on average, by 19%.
28. Twitter’s advertising CPM is $5.93 – lower than Facebook’s advertising costs
(Source: Ad Stage)
Facebook vs Twitter advertising statistics are often the subject of many marketing strategy discussions.
Facebook’s CPM is valued at $8.35, which is much higher than Twitter’s. Besides cost per thousand impressions, Twitter’s advertising cost-per-click in 2018 was $0.40 – slightly lower than Facebook’s CPC, valued at $0.57.
29. Purchase intent was increased 5.7 times when brands and influencers tweet.
When Twitter users are exposed to tweets from brands, there was a 2.7 times increase in purchase intent. It is also quite clear that when brands work with influencers, people listen.
40% of users report purchasing a product or service as a direct result of a tweet from an influencer.
30. Former President Barack Obama has 109.5 million followers.
Celebrities and influencers have the power to communicate with massive amounts of people. The bigger the followers the bigger the audience, which would mean more people to reach.
Singer Katy Perry comes in a close second with 108.1 million followers.
Twitter is largely a platform where users go to learn new information about worldwide events, brands, celebrities, etc. The microblogging platform enables users to follow different types of accounts and get the information first-hand.
While it is not the most used social media platform on the internet, it is known to be the place of information. Businesses, big and small, use the platform to advertise and communicate with customers. For that purpose, there’s no better outlet than Twitter.
If you are considering using Twitter for advertising, I say go for it. As we can see, you shouldn’t underestimate Twitter at all! It deserves a place in your marketing plan.
Hope you had fun reading those Twitter advertising statistics! See you soon!