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.

Image/GIF posts garner the highest median engagement rate on Twitter/X among various content types, the researchers found.

Verified accounts on Twitter/X tend to get many more interactions on their posts than unverified accounts do.

About the research: The 2024 Social Media Benchmarks Report was based on proprietary Emplifi data from more than 325,000 unique brand social profiles.