Audience interactions with brand posts on Twitter/X stabilized in 2023 following a drop in 2022, according to recent research from Emplifi.
The 2024 Social Media Benchmarks Report was based on proprietary Emplifi data from more than 325,000 unique brand social profiles.
The median engagement rate (likes, shares, etc.) on Twitter/X paid and organic brand posts reached a high in 2022 around the time of the platform's acquisition, and then significantly decreased. In 2023, median engagement held steady at the lower rate.
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Twitter/X Engagement Benchmarks for Brands
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