Today on the Kolsquare Influencer Marketing Blog, we're sharing 15 Twitter statistics for 2023. Learn about the different stats and how they can provide marketers with a better understanding of a platform and its users: there are general statistics, such as the number of active users on Twitter and the number of daily tweets; user statistics, such as demographics, and usage statistics, such as the average number of tweets per user and the average time spent on Twitter. Find all details below.
In general, statistics help make data-driven decisions about influencer marketing campaigns, identify the right influencers through user and usage statistics, and tailor campaigns to the right audience, resulting in more effective campaigns and increased ROI. Furthermore, measuring campaign success through metrics such as impressions, engagement rates, and click-through rates at the end of a strategy is imperative to learn from the results and optimize the process in the long run.
Statistics can help marketers make informed decisions about how to allocate their marketing budget. By analyzing data on the effectiveness of different marketing channels, they can determine which channels offer the best return on investment and adjust their spendings as a result. Accordingly, we now take a look at Twitter’s general statistics, as well as user and usage statistics for the platform in 2023.
Marketing statistics provide data for advertising revenue and total users worldwide, among other things. While the social network reported a decline in revenue of up to 35% in 2022 and did not make an annual profit since 2019 (although Twitter earned more than five billion US dollars in 2021), Elon Musk, who acquired Twitter in the fall of 2022, reported that the break-even point will be reached again in 2023.
The multi-billionaire’s purchase of the network kicked off some waves of outrage and raised questions about Twitter’s FUTURE:
To diversify revenue, Twitter released new features in 2022, such as the subscription model that allows users to buy the blue verification checkmark. The network also launched multiple media formats, co-tweets, an edit button, and more.
With over 133 million followers, former U.S. President Barack Obama is the most successful “Twitterer,” ahead of Musk himself, who has 127 million accounts following him on his own platform. Still in the top five are long-time celebrities such as Justin Bieber, Rihanna and Katy Perry.
While Meta leads the ranking of the most popular social media platforms (measured by active user numbers) in the U.S. with WhatsApp, Facebook and Instagram, Twitter is already in seventh place. This means that the platform’s popularity has increased by 0.2% compared to the previous year (while Instagram’s popularity, for example, has slightly decreased by 0.3%).
In a poll by YouGov, after an initial outcry, Musk does have an approval rating of 34%, which is a 30% increase since the network was purchased. At the same time, the number of those disapproving of the new CEO also increased by nearly 5%.
User statistics give you insights into the demographics of a platform, which specifically means figures on a potential audience by age and location, for example.
Surprisingly, Twitter is more popular than Instagram among Generation Z, as the short message service is growing 30% faster among digital natives than Instagram’s (by only 5.7% over the same period). According to the report, 42% of 12- to 34-year-old Americans now use Twitter, up 36.6% from 29% in 2020, according to Edison Research.
Note, however, that the generational lines are not clear-cut and the Millennial generation may skew this statistic. For marketers, this means that they shouldn’t focus solely on TikTok when targeting GenZers. Your target audience won’t automatically be found on Twitter, but it might be. So also read our guide to influencer marketing for GenZ.
Graphic from Edison Research
The average user follows 405 accounts on Twitter, with people who post more than five tweets per month following 405 accounts, while those who post less frequently follow an average of 105 accounts.
The relative majority of Twitter users (62.9%) are male; however, the survey on gender on Twitter excluded non-binary. Thus, Twitter has the largest gender gap of any platform, according to Statista. The app is also most popular among young adults, with 41% of 18- to 34-year-olds rating the network as “very positive” or “somewhat positive.”
The most popular specification on Twitter profiles (23%) in the U.S. is job title or industry. While other details also include hobbies, family relationships and political views, these figures show that Twitter is primarily used for serious topics after all and less for pure entertainment.
The usage statistics of Twitter in 2023 seem to be mostly independent of the national origin of the individual users, although of course the wealthy countries also have the most users on the social networks.
Twitter without politicians – or politicians without Twitter? Today, neither seems to work without the other. According to the study, 83% of top politicians have a Twitter account, although it is not clear to what extent local politicians also use Twitter as a communication channel. At the same time, politicians from Iran, China and Russia also have accounts on Twitter, which has already led to controversy.
Another large professional group on Twitter is journalists, who account for 25% of verified accounts. It’s hardly surprising since journalists are influential figures who play a key role in shaping public opinion. After all, they tell us what’s going on in the world, from discussing politics to tweeting about sports. Because of this high concentration of media makers, Twitter is often used to spread news from around the world. Thus, many people see the news in their feed before they see it on TV or on their favorite news service. 79% even see Twitter as a news site.
The influence is also reflected in the next statistic, as 73% of Twitter users follow at least one journalist on Twitter. This again shows the focus of the platform: users want to be informed about current events and generally be up to date. For this reason, Twitter also allows more controversy than many other platforms.
As evidenced by Twitter usage statistics in 2023, 47% of American Twitter users prefer culturally relevant brands and companies that announce KPIs on the platform. In addition, 85% of U.S. small businesses consider Twitter essential for customer service as Twitter allows for easy communication between customers and businesses.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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