Twitter/X Benchmarks 2025

Twitter/X Benchmarks 2025

Key Performance Indicators for Twitter/X in 2025

Projected User Base

X (formerly Twitter) projects a 2.7% decrease in its user base, reaching approximately 349.1 million users by the end of 2025, according to EMarketer forecasts. This decline continues a trend of user loss noted since the platform's rebranding under Elon Musk.

Digital Ad Spending

In terms of advertising, X is projected to capture only 0.2% of worldwide digital ad spending in 2025. This figure falls significantly below platforms like Facebook, expected to hold 14.6%, and TikTok/Douyin at 7.1%. These figures indicate ongoing challenges for X in attracting and retaining advertisers, especially compared to competing platforms.

Engagement and Conversion Rates

Performance metrics indicate that only 16% of social media users utilize X for product discovery. This contrasts sharply with 61% for Instagram and 60% for Facebook. Additionally, just 5.5% of marketers report using X for influencer campaigns, underscoring its low effectiveness in driving conversions compared to other social media channels.

Overall Trends

Despite attempts to rejuvenate the platform's appeal to advertisers, the decline in both user engagement and advertising performance metrics suggests that X may struggle to recover its former prominence in the social media landscape. Brands increasingly hesitate to invest heavily in X due to these performance concerns, leading to a cautious approach towards their advertising strategies on the platform. These insights summarize various reports, including analyses from EMarketer and social media metrics studies eMarketer.

Utilizing Twitter/X Advertising Benchmarks to Optimize Marketing Strategies

Businesses can enhance their marketing effectiveness on Twitter/X by leveraging advertising benchmarks that provide insights into performance metrics. Here are the key aspects:

Key Benchmarks for Advertising on Twitter/X

Data from over 7,000 marketing agencies utilizing AgencyAnalytics reveals critical benchmarks:

• Median Cost Per Acquisition (CPA): $21.55
• Cost Per Click (CPC): $0.18
• Median Cost Per Engagement (CPE): $0.13
• Conversion Rates: 0.02% (notably low)
• Engagement Rate: 0.59% (relatively high)
• Average Ad Spend: $385.85

These benchmarks serve as a reference point for businesses to evaluate their advertising campaigns. By comparing their performance against these metrics, businesses can identify improvement areas in cost efficiency and engagement.

Analyzing and Adjusting Strategies

1. Identify Cost Efficiency
   Examine CPA to determine if overspending occurs on acquiring new customers. For instance, if a company's CPA exceeds the $21.55 median, reassess ad targeting or creative strategies to lower costs.

2. Enhance Engagement
   Metrics like CPE and engagement rate indicate content resonance with the audience. If a business's engagement rate falls below the median of 0.59%, it may signal that the content lacks appeal or relevance. This prompts a reevaluation of the content strategy, focusing on engaging formats like videos or polls.

3. Optimize Ad Spend
   Understanding the average ad spend of $385.85 helps businesses align their budgets. Companies spending significantly less might miss potential reach, while those spending more should evaluate campaign effectiveness to ensure positive returns on investment.

Case Study Example

Consider a mid-sized e-commerce company spending $1,000 on Twitter ads with a CPA of $30. By analyzing benchmarks and adjusting targeting strategies while optimizing ad content, the company could reduce CPA to $20, increasing customer acquisition efficiency and potentially boosting sales.

Introducing AI Social Media Coordinator

To further streamline social media management, consider the AI Social Media Coordinator from Enrich Labs. This tool autonomously moderates and analyzes thousands of comments and DMs across major platforms, custom-trained on your unique brand voice. With its ability to handle high volumes of interactions, it helps maintain brand consistency and enhances customer engagement, addressing the pain points many marketing managers face today.

Engagement Predictions for 2025

General Trends

The engagement rates for Twitter/X in 2025 lack definitive quantification in available sources. Observations and analyses suggest a mixed outlook.

User Predictions

A tweet from user Gileon18 indicates a projection of 267 engagements on Twitter/X for early 2025, although this estimate remains personal and not representative of broader trends or industry standards Gileon18.

Implications of Follower Loss

Jon Lane's tweet predicts significant engagement declines, suggesting that once about 40% of a user's followers leave, the remaining followers will exit quickly. This indicates potential drastically reduced engagement rates if follower counts continue to drop jon__lane.

Individual User Engagement

Another user's post illustrated 1.3 million engagements over 10 months on the platform, yet without context for typical engagement, deriving a standard rate for 2025 proves difficult Gappy (Giuseppe Paleologo).

Overall Social Media Context

While broader social media trends indicate user base growth, specifics for Twitter/X engagement remain unclear. A report notes that social media users spent an average of 143 minutes per day on these platforms in 2024, a slight decline from 2023. This suggests content creators may need to adapt strategies to maintain engagement levels Jeff Bullas.

How Twitter/X Compares to Other Social Media Platforms in 2025

Follower Counts

In early 2025, a user reported follower counts across various platforms, highlighting disparities: Twitter/X had only 267 followers compared to YouTube's 20,734, Instagram's 429, Twitch's 269, and TikTok's 227. This stark contrast suggests that Twitter/X faces challenges in user engagement and reach compared to more prominent platforms like YouTube and Instagram, which continue to see substantial user interaction and growth Gileon18.

User Migration and Decline

A November 2024 analysis by Andrey Mir noted Twitter/X's steady decline, with users migrating to platforms like YouTube and Instagram. The tweet indicated that while Facebook remained surprisingly popular, Instagram's growth likely benefited from a neutral stance from its leadership during election periods. This observation reflects a broader trend of users moving away from Twitter/X, suggesting waning relevance in the competitive social media landscape Andrey Mir.

Platform Engagement and Use Cases

Martin Fowler's reflections in late 2024 described Twitter/X as in decline, with many users opting to engage on other platforms like LinkedIn and Bluesky. He noted LinkedIn becoming a more significant space for professional announcements and engagement, hinting at a shift in how users prioritize social media interactions. Fowler's observations suggest that while Twitter/X still has considerable users, its importance in the social media ecosystem diminishes as users seek alternatives that better meet their engagement and information-sharing needs Martin Fowler.

Public Perception

A YouGov poll conducted in late 2024 showed that 91% of Britons still recognized Twitter/X as a social media platform, positioning it second only to Facebook in public perception. However, this statistic does not account for user engagement or the effectiveness of these platforms in meeting user needs, critical indicators of a platform's health and relevance in 2025 YouGov.

Effective Content Strategies for Twitter/X in 2025

Content Matrix

Blake Emal suggests a content matrix as a practical tool for generating post ideas. This involves organizing potential topics in columns and content formats in rows, allowing creators to mix and match for diverse post ideas. This approach can yield over 100 potential posts quickly, making it a versatile strategy for content planning on X in 2025. Source: Blake Emal on X

Types of Content

Marcos Ruiz identifies three effective content types that thrived in December 2024:

• Stories: Engaging narratives that resonate with audiences.
• Opinions: Personal insights that invite discussion and interaction.
• Short-form Video: Quick, impactful videos that capture attention.

He emphasizes that success in 2025 hinges on adapting viral concepts to personal branding. Source: Marcos on X

Engagement and Competence Posts

Mike Scully outlines three crucial post types for growth on X:

1. Competence Posts: Showcase expertise to establish credibility. Pinned tweets should feature top competence posts.
2. Engagement Posts: Spark interaction, encouraging followers to engage with your content.
3. (Third Type Not Fully Detailed): While not specified, variety in content types proves beneficial. Source: Mike Scully on X

Quality Over Timing

Neil Patel emphasizes that content quality surpasses the importance of optimal posting times. While various platforms may have peak posting times, content quality remains the most critical factor for success on X. Source: Neil Patel on X

Algorithm Engagement

Additionally, a post from X advises users to engage actively with content they enjoy to fine-tune their 'For You' algorithm. This indicates that consistent interaction with relevant content is vital for visibility and reach on the platform. Source: X

These combined strategies highlight a multifaceted approach to content creation on Twitter/X for 2025, focusing on engagement, quality, and leveraging trending concepts.

User Demographics for Twitter/X in 2025

User Growth and Decline

Based on projections from EMARKETER, total X users worldwide are expected to decrease by 2.7%, reaching approximately 349.1 million in 2024. This trend suggests continued challenges in user retention and growth for the platform, despite potential shifts in political dynamics influencing user engagement.

Political Demographics

A Pew Research Center report highlights significant political leaning among news influencers on X, with 28% identifying as right-leaning, compared to 21% identifying as left-leaning. Although this data focuses on influencers rather than the general user base, it indicates a possible shift in the platform's political demographics, raising questions about the overall user landscape as the 2024 elections approach and beyond.

Gender Disparities

Prior studies found that 64% of Americans who regularly get news on X are men, while 35% are women. These statistics may reflect broader demographic trends among the platform's user base, indicating strong male dominance in political discourse on the site.

Influence of Generational Changes

With the transition from Generation Alpha to Generation Beta beginning in 2025, the impact of younger generations on social media usage patterns may also shape the evolving demographic landscape of X users. However, specific data on generational usage trends for 2025 is not currently available.

Projected Advertising Metrics Changes for Twitter/X by 2025

Projected Decline in Ad Revenue

According to eMarketer, Twitter/X's worldwide ad revenue is expected to continue its decline through 2026, with projections estimating it will account for only 0.2% of global digital ad spend in 2025. In contrast, platforms like Facebook and TikTok will take up 14.6% and 7.1%, respectively, indicating a significant shift in advertising focus away from Twitter/X due to performance issues.

Brand Behavior and Market Dynamics

Despite potential brand returns to Twitter/X following Donald Trump's election—whom Elon Musk has close ties with—the overall sentiment remains cautious. Brands like IBM, Comcast, and Disney reevaluate their spending on the platform, driven by the need for better performance metrics. Only 16% of social media users utilize Twitter/X for product discovery compared to 61% for Instagram and 60% for Facebook.

Impact of Non-Endemic Advertising

In 2025, advertisers are predicted to leverage non-endemic advertising. This suggests new strategies may emerge, but effectiveness on Twitter/X’s metrics remains uncertain. eMarketer points out that advertisers seek to optimize budgets through diverse new formats and partnerships, yet these changes do not guarantee improvements in Twitter/X's core advertising performance metrics.

User Base Trends

Furthermore, the platform projects a 2.7% decline in total users, reaching approximately 349.1 million by 2024, complicating advertising recovery potential. This user decline, alongside the aforementioned issues, indicates a challenging environment for Twitter/X to regain its position as a viable advertising platform.

Conclusion

By using these benchmarks as a guide, businesses can refine their Twitter/X marketing strategies, improve engagement, and optimize ad spending, ultimately leading to enhanced marketing outcomes. For teams seeking to streamline social media management, the AI Social Media Coordinator from Enrich Labs offers a powerful solution. Learn more about how it can transform your social media strategy at Enrich Labs.