Author: Franz Malten Buemann

Twitter is among the most popular (and powerful) social media networks. How you leverage the platform depends entirely on how its members use, follow, post, and interact with what they care about. Luckily, there are new statistics to make your social media marketing decisions more manageable.
So, how are people using Twitter nowadays? How are businesses using Twitter? And how connected do people feel to a brand due to your Twitter presence? Look at the most remarkable Twitter stats we’ve found for 2023. And if you’re in a pinch, jump to the information you need below:

General Twitter Statistics
Twitter Statistics for Business
Twitter User Statistics
Twitter Usage Statistics
Twitter Followers Statistics

Twitter Statistics

General Twitter Statistics
1. Most world leaders and foreign ministries have an official Twitter account. (Statista)
2. As of 2023, Twitter.com is the 4th most visited website in the world. (Similarweb)
3. The United States is the country with the most number of Twitter users, with 79.6 million users. (Demandsage)

Twitter Statistics for Business
4. Twitter generated $4.4 billion in revenue in 2022, an 11% decline year-over-year. (Social App Report 2022)

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5. 7% of social media marketers believe that Twitter is the most effective for building an active community on social media, higher than LinkedIn but less effective than Instagram at 26%. (Social Media Trends Report)
6. 6% of social media marketers think Twitter offers the highest ROI when selling products directly in the app. (Social Media Trends Report)
7. Even though only about 17% of Twitter’s users come from the US, it accounts for more than 50% of the company’s revenue. (Social App Report)
8. The top three types of content that offer the biggest ROI on social media are relatable content, trendy content (cultural moments and news), and educational/informational content (Social Media Trends Report)
9. Almost 30M unique social media authors mentioned “reviews,” “advice on,” “pros and cons,” “alternatives,” and “best option,” on Twitter, looking for more authentic sources of information that they can trust. (Social Media Trends Report)
10. 5% of social media marketers plan to work with influencers/creators on Twitter more than other social platforms. (Social Media Trends Report)
11. The average Twitter Ads ROI is 40% higher than the average media ROI for other channels. (Twitter Marketing)
12. 66% of brands are not moving their presence off Twitter in 2023. (HubSpot Research)
13. The top three formats that social media marketers plan to invest the most in for 2023 are short-form content (TikTok, Reels, etc.), long-form videos, and audio chat rooms (like Twitter spaces) (Social Media Trends Report)
14. The best time to post on Twitter is between 9 AM to 3 PM. (Social Media Trends Report)

Twitter User Statistics
15. The leading countries based on the number of Twitter users in 2022 were the United States, Japan, and India. (Statista)
16. Twitter currently has 237.8 million monetizable daily active users. (Demandsage)
17. Twitter has around 450 million monthly active users as of 2023. (Demandsage)
18. It’s estimated that Twitter’s monthly active users will reach 652.23 million by 2028. (Demandsage)
19. Around seven-in-ten adult Twitter users in the U.S. (69%) get news on the site. (Pew Research)
20. 62.9% of Twitter users identify as male, one of the highest gender disparities out of all social networks. (Statista, We Are Social)

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21. Roughly half of U.S. adults who use Twitter (49%) post fewer than five tweets per month. (Pew Research)
22. 59% of infrequent tweeters (otherwise referred to as “lurkers”) are between the ages of 30-49. (Pew Research)
23. Most Twitter news consumers in the U.S. say using the platform has increased their understanding of current events in the last year, but around a third say it has increased their stress levels. (Pew Research)
24. 31% of U.S. users say Twitter limiting the visibility of certain posts is a major problem, and 25% say the same about banning users from the platform. (Pew Research)

Twitter Usage Statistics
25. 80% of Twitter usage happens on mobile devices. (Google)
26. 55% of users log into Twitter each day. (Statista)
27. Twitter’s global average time per visit is approximately 10 minutes and 32 seconds. (Similarweb)
28. In 2022, 😂 Tears of Joy and 😭 Loudly Crying Face are tied for the most popular emojis used on Twitter. (Emojipedia)

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Twitter Followers Statistics
29. Former president Barack Obama is the world’s most-followed Twitter account, at 133.1 million followers, followed by Elon Musk and then Justin Beiber. (Brandwatch)

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30. The NBA and Google are the most followed non-media business accounts on Twitter. Their followers are 39.9 million and 28.9 million, respectively. (Statista)
31. The most followed news account on Twitter is CNN Breaking News (@cnnbrk), with 58.9 million followers. CNN controls the two most followed news accounts on Twitter. (Press Gazette)
Stay Up to Date on the Latest Twitter Stats
Twitter is adapting and changing amidst the rise of new social platforms and tech, but it’s still a big competitor. Social media marketers should keep it on their radar and continue to leverage it to reach their target audience — just make sure you’re using it wisely.
Editor’s note: This article was originally published in March 2019 and has been updated for comprehensiveness.

Augmented reality (AR) and virtual reality (VR) are talked about a lot.
Understanding the concepts can get confusing as the terms are used interchangeably, but each has its unique set of characteristics and applications.

In this post, we’ll break down the difference between augmented and virtual reality, their unique marketing applications, and how consumers feel about them.
Table of Contents

What is augmented reality (AR)?
What is virtual reality (VR)?
What is the difference between AR and VR?
Use Cases for AR and VR
AR vs. VR: Which Is More Effective for Marketing

What is augmented reality (AR)?
Augmented reality (AR) layers virtual elements on top of a real-world scene, allowing users to exist in the space they’re physically in but benefit from the augmented elements in their experience.
Pokémon GO is one of the most popular and notable examples of AR, where Pokémon characters are superimposed into a real-life setting, like someone’s backyard or outside of their favorite restaurant.

What is virtual reality (VR)?
Virtual reality (VR) is any software that immerses users in a three-dimensional interactive virtual environment, usually using a VR sensory device that brings real-world actions into a virtual world. Many VR experiences are 360 degrees.
It’s a computer-generated simulation, and each virtual reality world allows people to fully participate in the unique world.

In addition, many VR experiences require headsets or sensory devices to work, while AR does not. It’s also commonly said that AR is 75% reality and 25% virtual, and VR is 25% reality and 75% virtual.
They’re similar in offering immersion for users, VR in an entirely new world, and 3D and virtual content.

Use Cases for AR and VR
Marketing applications for AR and VR can vary, so let’s discuss a few examples.
For one, AR is a high-quality tool for product marketing. The tech can overlay virtual elements to actual reality, allowing consumers to “test” products in real-life scenarios to see how they like it.
The IKEA Place app is a great example of AR product marketing. App users can select a piece of furniture they like and superimpose a to-scale model in their real-life space to see how it looks before purchasing. This opportunity can increase buyer confidence and sales if people see that they like how a product fits into their lifestyle.

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VR marketing applications immerse consumers in branded experiences that can build awareness, recognition, and satisfaction. People can explore the world you create, learn more about your products, and even purchase VR products.
Gucci Town is a great example of an immersive VR brand experience. It’s the luxury fashion house’s virtual world within the Roblox metaverse, where people can explore, learn about its history, and connect with people in the game. They can also purchase exclusive Gucci Town clothing for their Roblox avatars.
These worlds are a new, unique, and exciting way of interacting with their favorite brands that don’t come from watching a TikTok, visiting a store, or reading an email newsletter.
An application of AR and VR is experiential marketing, where you invite your audiences to interact with your brand as a form of marketing. It’s a valuable application because humans want to build that kind of relationship with a brand, and a fun and immersive real-world experience can build an emotional connection.
Netflix’s Stranger Things Experience was an AR experiential marketing experience to promote the show’s upcoming season. Fans visited an in-person location and became part of an interactive AR game experience to make them feel like they’re in the Stranger Things world.

Consumer Preferences for AR vs. VR
Given their marketing applications, it makes sense to be curious about consumers’ thoughts.
We conducted a survey to ask consumers about their use of AR and VR and if they had preferences for either. Respondents reported using AR and VR on similar levels, most often saying they use it a few days a week or once a month or less.
When we asked consumers if they’ve bought AR apps, tools, devices, or software, a majority said no (55%), 25% said yes, and 20% were thinking about it. The numbers were relatively similar for VR: 50% said no, 30% said yes, and 20% said they were considering it.

When asked if they preferred AR or VR, the majority said VR. Their reasons for preferring it were:

It’s a more immersive experience that takes them to an entertaining world,
The graphics and movements are smoother, and the visuals are better,
It has more applications than AR and is better for video games and interactive entertainment,
They’re more familiar with VR than AR.

Those who preferred AR said they appreciated it because it was more reality integrated and felt more real, they liked how they could add virtual things to real-world views and that AR was better for quality of life (QoL) applications like education, shopping, navigation, and healthcare.
A fair amount of respondents also said they didn’t prefer either or have an interest in using either. Some explicitly stated that they didn’t understand what either was, and some showed that they might not understand the difference by saying that VR is more realistic than AR when AR is the more life-like option.
This tracks with the results of our latest Consumer Trends Survey, which found that only 39% of respondents understood the concept of the metaverse (which can blend AR and VR elements). In addition,

Only 8% of U.S. adults have ever visited a metaverse (this remained consistent between 2022 and 2023 surveys.)
47% bought virtual items other than NFTs, down 25% from May 2022, meaning that marketers planning to sell products in the virtual world might find consumers less willing or interested in buying.

Engagement with virtual worlds has waning hype, and consumers invest less in virtual items.

Business Preferences for AR and VR [Data]
Our marketing strategy report from 2021 found that 35% of marketers were leveraging AR or VR in their strategies, but in 2023, more than a quarter of marketers plan to stop using VR and AR. It’s still intriguing for marketers, but it can be challenging to execute on because equipment can be expensive.
However, 14% of marketers do plan on leveraging and exploring VR/AR for the first time in 2023.

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AR vs. VR: Which Is More Effective for Marketing [Data]
There is no right or wrong answer as to whether AR or VR is more effective for marketing — it depends entirely on your business goals.
For example, a study conducted by Tim Hilken in the Netherlands found that both AR and VR increased customers’ purchase intentions. AR was more effective at stimulating purchases, but VR was more effective at creating positive brand attitudes. Both were effective at fulfilling a marketing goal, but each for a specific goal.
True sensory immersive VR experiences can be costly and require consumers to have the right devices to use them, but our survey results found that most consumers haven’t invested in them. However, virtual worlds like Horizon Worlds and Roblox don’t require sensory devices.
AR can be a cheaper option, but it doesn’t have the fully immersive brand experience that allows consumers to disappear into an alternate reality. But, the Stranger Things Experience did effectively create an immersive AR experience.
This is not to say that marketers shouldn’t use either of them. It boils down to this: AR and VR are both emerging technologies for marketing. Instead of changing your entire strategy to revolve around AR and VR, consider leveraging them as experimental tools. For example, you can create an AR experience as product marketing for a new offer or offer a fun VR game for people to play on your website.
You can test it out and give your audiences a new way to interact with your business without relying on it to meet your marketing goals. It can also be costly, so you’re preserving marketing budgets and not spending all of your money on channels that might not be as effective as you’d hoped.
To find inspiration, note what other brands are doing and what people are saying online about their experiences.
Over To You
AR and VR have been around for a long time but are still emerging tools for marketers. Consider your business needs, and note what other brands are doing and what people say online about their experiences.
Staying ahead of the trends simply means paying attention. If VR and AR marketing experiences skyrocket in popularity and become a must-have strategy, you’ll already know how your business needs to respond.

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
In late February a new filter called “Bold Glamour” took TikTok by storm.
The Bold Glamour filter uses AI to drastically alter the facial features of those who use it and is less detectable than other filters. The filter has been used in over 30 million videos to date.
As Bold Glamour gained popularity it was widely criticized by TikTok users for promoting unrealistic beauty standards, especially for young people. Beauty brand Dove joined the conversation with a timely campaign featuring original data.
Per Dove research, 48% of girls who digitally alter their photos have lower self-esteem compared to 28% of girls who don’t digitally alter their photos. To amplify this message, Dove partnered with Ogilvy and DAVID to launch the #TurnYourBack campaign on March 7.
The campaign featured influencers and celebrities comparing their digitally altered faces to their natural appearances while encouraging their followers to turn their backs on the Bold Glamour filter in hopes that they discontinue using it.

@gabunion
#DovePartner I am turning my back on the Bold Glamour Filter. I am enough! Join me and
#TurnYourBack
#BoldGlamour
#LetsChangeBeauty
♬ original sound – Gab Union

Since the campaign launched, the hashtag #TurnYourBack has racked up over 40 million views on TikTok and has received generally positive feedback from audiences. This campaign isn’t Dove’s first stance taken against imagery promoting unrealistic beauty standards.
The company debuted its “No Digital Distortion Mark” in 2018 to authenticate photos that haven’t been digitally altered. In 2004, the company launched the Dove Self-Esteem Project which initially began with workshops for young people related to body image and beauty standards.
Currently, the Dove Self Esteem Project curates educational materials related to body image for parents, teachers, and youth leaders, and champions original research conducted by Edelman.  
Elsewhere in Marketing
The latest marketing news and strategy insights.
Twitter announces plans to remove legacy blue check marks in April.
Adidas and Beyonce mutually decide to end their Ivy Park partnership.
Meta discontinues NFT support on Facebook and Instagram.
Instagram is beginning to test ad placements in search results.
Wistia’s head of production shares how AI will impact the future of video marketing.
Consumer trends: learn how consumer behavior has changed since 2022.

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With email marketing, it can seem like there’s always something new coming into the fold, challenging your strategy. It’s a fast-moving industry, and being aware of every development is crucial for engaging your audience in the best, most optimal manner.  One of the more recent developments is dark mode. Dark mode, alongside Apple’s iOS15 update,…
The post Is Everyone Going Dark? What You Need to Know About Dark Mode appeared first on Benchmark Email.

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