Average Engagement Rate On X (Twitter)
What is the Average Engagement Rate On X (Twitter)?
X (formerly Twitter) remains a key platform for influencers and brands looking to engage with audiences in real time.
With its unique format that emphasizes concise content, quick interactions, and trending topics, X offers distinctive opportunities for influencer marketing.
Understanding what constitutes a “good” or “average engagement rate on X” is crucial for brands aiming to optimize their impact on the platform. In 2024, engagement rates on X vary significantly depending on the influencer’s follower count, impacting their ability to drive interactions and maintain a strong presence.
This article explores the average engagement rates, engagement rate growth, and follower growth for X influencers across different follower ranges to help brands determine what qualifies as a good engagement rate on X.
What are the Key Metrics for X Marketing?
The engagement rate measures how actively an audience interacts with social media content. It evaluates follower actions—likes, comments, shares, clicks, and saves—to gauge how effectively content captures attention and drives interaction.
The follower growth rate measures how quickly an account gains new followers over a specific period. It reflects the account’s ability to attract and retain an audience, indicating its growing influence and popularity. The follower growth rate is calculated as a percentage based on the number of new followers divided by the total number of followers at the start of the period.
The engagement growth rate tracks changes in the level of audience interaction with content over time. It assesses whether engagement, such as likes, comments, and shares, is increasing or decreasing, providing insights into the effectiveness of content strategies. The engagement growth rate is calculated as a percentage based on the increase in engagement actions over a defined period.
Here’s how you can calculate these metrics using these formulas:
Average Engagement Rate On X by Follower Ranges
Nano-Influencers (0 - 10k followers)
Average: 16.65%
Top 10%: 28.60%
Nano–influencers on X, with 0 to 10,000 followers, have a relatively high average engagement rate compared to other platforms, reflecting their ability to foster a highly interactive community.
The engagement rate growth of 131.67% indicates these influencers can significantly increase their engagement over time, likely due to their focus on niche topics and active engagement with their followers. However, their follower growth rate of 2.28% suggests a slower pace of audience expansion.
The engagement rate growth at 356.46% is striking, showing these influencers can rapidly increase their engagement levels over time. Their strong follower growth of 7.28% further highlights their potential to attract and maintain a highly engaged audience.
Best Strategies
Nano-influencers on X are valuable for campaigns that prioritize high engagement and real-time interaction. Given their strong engagement rates, these influencers are ideal for promoting content that requires active participation, such as polls, Q&A sessions, or live-tweeting events.
They are particularly effective for building brand loyalty and driving discussions around niche topics or specialized products.
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Micro Influencers (10k - 50k followers)
Average: 8.57%
Top 10%: 18.84%
Micro influencers, with 10,000 to 50,000 followers, maintain strong engagement rates on X, although lower than micro-influencers. The engagement rate growth at 142.32% suggests these influencers can continue to drive engagement as their follower count grows, potentially by leveraging trending topics and engaging content formats like threads or multimedia carousels.
Their follower growth rate of 3.12% is an improvement over micro-influencers, indicating a balanced approach to audience expansion and engagement.
Best Strategies
Small influencers on X are well-suited for brands looking to expand their reach while maintaining high levels of engagement. Their ability to leverage content trends and real-time interactions makes them ideal for campaigns focused on driving visibility and engagement around product launches or timely promotions.
Brands should consider collaborating with small influencers who excel at generating conversations and maintaining a strong follower base.
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Medium Influencers (50k - 100k followers)
Average: 5.40%
Top 10%: 13.04%
Medium influencers, with 50,000 to 100,000 followers, see a noticeable decline in engagement rates. However, their engagement rate growth remains substantial at 120.49%, and their follower growth rate of 3.76% reflects steady audience expansion.
This suggests that while these influencers reach a broader audience, maintaining high levels of interaction requires more effort and strategic content creation.
Best Strategies
Medium influencers provide a good balance between reach and engagement, particularly for campaigns that aim to target broader demographics without sacrificing too much interaction.
These influencers are suitable for promoting content that benefits from a larger audience while still fostering meaningful engagement, such as thought leadership pieces or advocacy campaigns.
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Macro Influencers (100k - 500k followers)
Average: 3.85%
Top 10%: 9.21%
Macro influencers on X, with 100,000 to 500,000 followers, experience further declines in engagement rates, similar to trends seen on other platforms. However, their engagement rate growth of 110.22% suggests they can still drive substantial engagement through strategic content, especially when capitalizing on trending topics or viral moments.
The follower growth rate of 3.09% indicates these influencers continue to expand their reach, albeit at a slower pace.
Best Strategies
Brands seeking broad visibility with some level of engagement should consider large influencers.
These influencers are effective for campaigns focused on mass awareness or when launching content that aims to reach a wide audience while still generating conversation and engagement. Partnering with top-performing large influencers can ensure the campaign maintains high visibility and leverages their reach to engage more effectively.
Mega Influencers (500k+ followers)
Average: 2.12%
Top 10%: 6.85%
Mega influencers, those with over 500,000 followers, generally have the lowest engagement rates on X. However, their engagement rate growth of 95.67% and a follower growth rate of 2.12% indicate they continue to expand their reach and maintain some level of engagement.
The top 10% of mega influencers achieve higher engagement rates, demonstrating that even at this level, high-quality, engaging content can drive meaningful interaction.
Best Strategies
Mega influencers are best suited for campaigns that prioritize extensive reach over engagement. These influencers are particularly effective for brand awareness efforts and can deliver widespread visibility quickly, especially if they produce content that resonates strongly with their audience.
Campaigns aiming to reach a vast audience should consider mega influencers to maximize exposure.
Conclusions
In 2024, the average engagement rate on X (Twitter) varies across different influencer follower ranges, providing brands with benchmarks for what is considered a good engagement rate on the platform. Here’s a quick breakdown:
- Micro and Small Influencers (0-50k followers):
- Achieve higher engagement rates and growth, making them ideal for campaigns focused on real-time interaction and niche targeting.
- Medium Influencers (50k-100k followers):
- Offer a balanced approach, combining reach with sustained engagement growth, suitable for campaigns needing visibility and consistent audience interaction.
- Large and Mega Influencers (100k+ followers):
- Deliver extensive reach but lower engagement rates, making them best suited for brand awareness campaigns that prioritize broad visibility.
Brands should leverage these insights to select the right influencers based on their specific marketing goals, whether focusing on maximizing engagement, reach, or combining both. By focusing on X’s unique real-time engagement and conversational strengths, this article helps brands understand how to effectively use the platform’s dynamic environment for their influencer marketing strategies.
