Twitter (X) statistics for advertisers

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Annual ad revenue: $2.98 billion
Ad engagement: 7% increase from 2021 to 2022
Cost per engagement: 10% increase from 2021 to 2022
Average ad cost (per first action): $0.26 – $0.50
Average ad cost (per follow): $1.01 – $2.00
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Advertising on Twitter takes multiple forms. This includes promoted Tweets, accounts and trending topics among many others. The platform strives to continuously roll out new high-impact ad types to meet evolving consumer behavior.

In spite of this, ad revenue on the platform has witnessed a decline in the past couple of years.

As a result of the drop in monthly active users, there’s a looming uncertainty over the platform’s financial health. A March 2023 forecast predicted that the platform will generate $2.98 in ad revenue. While this would be a 27.9% drop compared to the previous year, the decline will slow down in 2024 according to the same projections. X hasn’t published updated revenue data supporting or challenging these forecasts.

bar chart showing twitter ad revenue between 2020 and 2025 forecasted on March 2023
Source: Oberlo

Meanwhile, additional sources report a 7% increase in X ad engagement between 2021 and 2022. With this engagement boost, the cost of advertising on the platform also increased. There was a 10% increase in cost per engagement during the same period.

In spite of this, the ad cost is comparable to Facebook and still significantly lower than LinkedIn. The typical cost per first action or cost per click on X is $0.26 to $0.50. meanwhile, LinkedIn has a cost per click of $2 to $3. Additionally, brands can expect to spend around $1.01 to $2 per follow for promoted accounts on X.