Today, do you get a better engagement rate on Twitter/X or on Facebook?

This blog post has been written by the person who has mapped all the strategies and examples in our cheatsheets

When choosing between Twitter/X and Facebook for social media growth, the numbers tell a clear story. Facebook delivers superior conversion rates averaging 9.21% compared to Twitter/X's 0.77%, but this platform-level data masks crucial nuances that can make or break your strategy.

The engagement landscape has shifted dramatically in 2025, with Twitter/X suffering a massive 48% engagement drop from 3.47% in January 2024 to just 2.15% in January 2025. Meanwhile, Facebook maintains stronger engagement rates ranging from 1.7% to 5.07%, making it the more reliable choice for sustained audience interaction. And if you need to fast-track your growth on X, check all our cheatsheets.

What's the average engagement rate per post on Twitter/X versus Facebook in 2025?

Facebook clearly outperforms Twitter/X in overall engagement metrics, with rates ranging from 1.7% to 5.07% compared to Twitter/X's declining 1.7% to 2.31%.

The most significant development in 2025 has been Twitter/X's dramatic engagement collapse. The platform experienced a devastating 48% drop in engagement rates, falling from 3.47% in January 2024 to just 2.15% in January 2025. This represents the largest decline among all major social media platforms and positions Twitter/X as the second-lowest performing platform for engagement, surpassing only Instagram.

Facebook has maintained more stable engagement patterns throughout this period, with different content types performing at varying levels. Photo posts achieve the highest engagement at 0.09%, while video posts reach 0.06%, status posts 0.04%, and link posts trailing at 0.02%. The platform's algorithm changes have been less disruptive than Twitter/X's, allowing for more predictable engagement outcomes.

The engagement quality also differs significantly between platforms. Twitter/X sees most interactions through retweets and quote tweets rather than direct replies, with near-zero comments per post on average. Facebook, while experiencing a decline in comment activity from 20 to 17 comments per post, still generates substantially more conversational engagement than Twitter/X.

How does engagement rate vary by niche or industry on each platform?

Industry performance varies dramatically between platforms, with certain niches finding distinct advantages on each.

Education represents Twitter/X's strongest competitive advantage, being the only major industry where the platform consistently outperforms Facebook. Entertainment and media companies achieve their highest Twitter/X engagement through status updates at 1.7%, while Facebook sees better performance with organized album content at 2.6%.

Sports teams demonstrate unique behavior patterns, maintaining relatively high engagement on Twitter/X at 0.073% despite the platform's overall decline. This likely reflects the real-time nature of sports content aligning with Twitter/X's strengths in live event coverage and immediate reactions.

How do average likes, comments, and shares per post compare on both platforms?

Facebook demonstrates superior performance across all engagement metrics, though both platforms show declining trends in different areas.

Comments represent the starkest difference between platforms. Facebook averages 17 comments per post (down from 20 in the previous year), while Twitter/X maintains near-zero comments per post. This disparity reflects fundamental differences in user behavior and platform design. Twitter/X's fast-paced, real-time nature encourages quick interactions through retweets and quote tweets rather than sustained conversational engagement.

Share behavior follows similar patterns, with Facebook averaging 13 shares per post (down from 15 in 2023) compared to Twitter/X's consistently low shareability metrics. Facebook's algorithm changes have reduced the prioritization of shareability, shifting more sharing activity to Facebook Groups rather than public posts. Twitter/X struggles with shareability as most engagement occurs through replies and quote tweets rather than direct shares.

Likes remain the most comparable metric between platforms, though Facebook's overall higher engagement rates translate to more total likes per post. The declining share rates on Facebook suggest users are becoming more selective about content they're willing to associate with their personal timelines, preferring private group interactions instead.

What's the average conversion rate for selling products or services on Twitter/X versus Facebook?

Facebook dominates conversion performance with an average rate of 9.21% compared to Twitter/X's 0.77%, representing a more than 11x difference in conversion effectiveness.

Facebook's conversion superiority stems from its comprehensive social commerce infrastructure. With 39% of all social media purchases occurring on Facebook, the platform has built robust shopping features, product catalogs, and seamless checkout experiences. The average Facebook user is significantly more likely to make purchases directly on the platform, with 40% of users regularly shopping through Facebook.

Industry-specific conversion rates reveal even wider gaps. Facebook's fitness industry achieves remarkable 14.29% conversion rates, while education reaches 13.58% and healthcare hits 11.00%. Meanwhile, Twitter/X consistently underperforms across all sectors, with technology and retail seeing particularly poor conversion rates below 1%.

The conversion funnel breakdown shows Facebook ranking third among all advertising platforms (behind only Google and Bing), while Twitter/X ranks lowest among major platforms. This performance difference reflects Facebook's investment in lead generation ads, shopping features, and user-generated content that drives purchasing decisions.

Revenue stream analysis reveals Facebook's strength in direct sales and affiliate marketing, while Twitter/X performs slightly better in subscription-based models and brand awareness campaigns that eventually convert elsewhere.

How does the audience differ between the two platforms in terms of demographics and behavior?

Both platforms attract predominantly male audiences aged 25-34, but with distinct behavioral patterns and platform usage preferences.

Twitter/X skews more heavily male at 60.9% compared to Facebook's 56.8%, representing the largest gender gap among major social platforms. The age distribution shows Twitter/X's largest segment (36.6%) in the 25-34 range, while Facebook's equivalent group comprises 31.1% of users. Notably, Twitter/X has significantly lower teen adoption at just 17% among 13-17 year-olds, down from 33% in 2014-2015.

Behavioral differences are pronounced. Twitter/X users primarily engage for real-time news updates, with 59% using the platform specifically for political content and breaking news coverage. Facebook users demonstrate stronger community-building behavior, spending more time in Groups and engaging in longer-form discussions.

Purchase behavior creates the most significant distinction. Facebook users show 39% direct purchase activity on the platform, while Twitter/X lacks comprehensive social commerce features. Daily time spent appears similar (30-32 minutes), but usage patterns differ dramatically - Twitter/X focuses on rapid information consumption, while Facebook emphasizes social connections and shopping discovery.

Professional networking represents another key difference, with Twitter/X serving as a primary platform for thought leadership and B2B connections, while Facebook functions more as a personal social network with commercial opportunities.

Which types of posts or content formats drive the highest engagement on each platform?

Content format performance varies significantly between platforms, with each favoring different types of media and interaction styles.

• Facebook's Top Performers: Photo posts lead with 0.09% engagement rates, followed by video posts at 0.06%. Status posts achieve 0.04% while link posts struggle at just 0.02%. Albums perform exceptionally well in entertainment and media at 2.6%.
• Twitter/X's Top Performers: Status updates dominate entertainment and media at 1.7% engagement. Video content shows increasing performance, with 8.3 billion videos watched daily and over 100 million daily users for vertical videos. Real-time updates excel during trending moments and breaking news.
• Emerging Trends: Carousels outperform Reels on Instagram, suggesting similar potential on other platforms. Short-form video represents the highest ROI format across all social media, influencing both platforms' strategies.
• Industry-Specific Preferences: Financial services see equal performance between photos and videos on LinkedIn at 3.3%. Dining and hospitality achieve 2.0% engagement with replies and status updates on Twitter/X.
• Optimal Posting Frequency: Twitter/X demands higher frequency with 10+ posts per week due to content's short lifespan, while Facebook users post 7 times weekly with better per-post engagement ratios.

The data suggests Twitter/X rewards timely, conversational content that connects to trending topics, while Facebook favors visually appealing, shareable content that generates sustained discussion.

Where does Twitter/X clearly outperform Facebook in terms of reach, clicks, replies, or viral potential?

Twitter/X maintains distinct advantages in real-time engagement, viral content reach, and professional networking despite overall lower performance metrics.

Real-time engagement represents Twitter/X's strongest competitive advantage. The platform excels during breaking news, live events, and trending moments when immediate reactions and conversations drive massive engagement spikes. Sports teams, news organizations, and entertainment brands leverage this strength, achieving engagement rates that can dramatically exceed normal benchmarks during live events.

Viral potential remains significantly higher on Twitter/X, where content can achieve massive organic reach with smaller follower bases. The platform's retweet mechanism and trending topics algorithm create opportunities for content to spread rapidly across networks, often reaching audiences far beyond the original poster's followers. This viral amplification is particularly powerful for thought leadership content and breaking news.

Professional networking and B2B connections favor Twitter/X over Facebook. The platform serves as a primary venue for industry discussions, expert opinions, and professional relationship building. Thought leaders consistently choose Twitter/X for sharing insights and engaging in professional discourse, making it irreplaceable for B2B marketing strategies.

Cost-effectiveness provides another clear advantage, with Twitter/X advertising costs ranging from $0.05-$0.38 per engagement compared to Facebook's $0.26-$0.70 per click. This lower barrier to entry allows smaller businesses to experiment with paid promotion and reach targeted audiences without substantial budget requirements.

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Where does Facebook beat Twitter/X in terms of long-term audience retention, group engagement, and ad-driven ROI?

Facebook's superiority in community building, conversion-focused advertising, and social commerce creates insurmountable advantages for businesses prioritizing sales and long-term engagement.

Community building through Facebook Groups represents the platform's most significant advantage. Groups generate some of the highest interaction rates on the platform, far exceeding typical page engagement. These communities foster long-term relationships, repeat engagement, and customer loyalty that Twitter/X's real-time format cannot match. Meta's continued investment in monetization tools for Groups reinforces this strategic advantage.

Social commerce dominance positions Facebook as the clear leader for direct sales. With 39% of social media purchases occurring on Facebook and comprehensive shopping features including product catalogs, checkout experiences, and shoppable posts, the platform offers end-to-end commerce solutions. Instagram integration further amplifies this advantage, creating a Meta ecosystem that captures the entire customer journey from discovery to purchase.

Advertising ROI heavily favors Facebook despite higher costs. The platform's 9.21% conversion rate justifies premium pricing, especially when combined with sophisticated targeting options and detailed analytics. Industries like fitness (14.29% conversion rate) and education (13.58%) see exceptional returns that far exceed Twitter/X's capabilities across all sectors.

Long-term audience retention benefits from Facebook's diverse content ecosystem. Users spend time across News Feed, Groups, Marketplace, and Watch, creating multiple touchpoints for brand engagement. This multi-faceted approach builds stronger relationships than Twitter/X's single-stream timeline format.

What are the current estimates for fake followers, bot activity, or non-human traffic on each platform?

Bot activity poses significant challenges for both platforms, with Twitter/X showing higher vulnerability to automated accounts while Facebook implements stronger verification measures.

Twitter/X faces substantial bot infiltration, with approximately 33% of all tweets mentioning company tickers produced by bot accounts. This statistic reveals the extent of automated activity in financial discussions, likely representing broader bot presence across the platform. The percentage of overall bot activity impacts engagement metrics, particularly affecting smaller accounts that may see inflated numbers from non-human interactions.

Facebook maintains less transparent data regarding bot activity but implements more robust identity verification systems for business accounts. The platform's requirement for real identity verification and stronger account authentication creates barriers for bot creation, though automated activity still exists at undisclosed levels.

The impact on engagement metrics varies between platforms. Twitter/X's bot activity significantly inflates engagement numbers, making authentic engagement rates difficult to assess. This creates challenges for marketers trying to evaluate genuine audience response and campaign effectiveness. Facebook's verification measures provide more reliable engagement metrics, though the platform's larger user base may contain proportionally similar bot activity.

Both platforms have increased AI-driven detection systems in 2025. Twitter/X's Premium verification provides some authenticity assurance, while Facebook's business verification offers more comprehensive identity confirmation. However, sophisticated bot networks continue to evolve, requiring ongoing vigilance from both platforms and users.

What's the full conversion funnel breakdown on both platforms, and how do their metrics compare?

Facebook demonstrates superior performance at every stage of the conversion funnel, from initial reach through final purchase, while Twitter/X excels primarily in awareness and consideration phases.

The funnel analysis reveals Facebook's strategic advantage in bottom-funnel activities. While Twitter/X demonstrates growing reach with impressive impression increases, the platform struggles to convert this visibility into purchasing behavior. Facebook's comprehensive social commerce infrastructure and sophisticated targeting capabilities drive significantly higher conversion rates across all industries.

Twitter/X's strength lies in upper-funnel activities, particularly brand awareness and thought leadership. The platform's viral potential and real-time engagement capabilities make it valuable for generating initial interest and professional credibility, but businesses must plan additional touchpoints to drive conversions.

How have engagement rates and conversion patterns evolved in 2025 compared to previous years?

Both platforms experienced significant changes in 2025, with Twitter/X suffering dramatic declines while Facebook maintained relative stability despite reduced posting frequency.

Twitter/X's 2025 performance represents a historic low point, with the 48% engagement rate decline from 3.47% to 2.15% marking the platform's worst year-over-year performance. This decline coincides with algorithm changes prioritizing paid subscribers and recommended content, making organic reach increasingly difficult. The platform's transition under new ownership, content moderation changes, and rebranding to "X" contributed to user uncertainty and reduced brand investment.

Facebook demonstrated resilience in 2025, maintaining engagement rates while brands posted 40% less frequently. This improved efficiency suggests either algorithmic improvements favoring quality content or users engaging more selectively with higher-value posts. The platform's investment in Reels, short-form video, and enhanced commerce features helped offset declining organic reach trends.

Conversion pattern evolution shows diverging trajectories. Facebook's conversion rates remained stable at 9.21%, with some industries like fitness maintaining exceptional performance above 14%. Twitter/X's conversion rates stagnated below 1%, reinforcing its position as an awareness rather than conversion platform.

Industry-specific evolution reveals winners and losers. Sports teams maintained relatively strong Twitter/X engagement, while fashion brands saw activity "come to a standstill." Educational content found success on Twitter/X, while social commerce sectors gravitated toward Facebook's enhanced shopping features.

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What should creators and marketers expect in 2026 regarding algorithm changes, monetization tools, or engagement trends?

Both platforms are investing heavily in AI-driven personalization and creator economy features, though Facebook's comprehensive approach contrasts with Twitter/X's experimental monetization strategy.

• Twitter/X 2026 Outlook: Enhanced Creator Economy features including expanded subscription models, revenue sharing programs, and premium content monetization. AI integration will improve content curation and personalization, while the platform continues developing unique monetization tools separate from traditional advertising models.
• Facebook 2026 Outlook: Continued dominance in short-form video with enhanced Reels features and TikTok-style algorithm improvements. AR/VR integration will create new brand experience opportunities, while social commerce expansion includes advanced shopping features and creator marketplace development.
• Shared Algorithm Trends: Both platforms are implementing sophisticated machine learning for content personalization, reducing organic reach while improving engagement quality. Privacy-focused features will enhance user control over content visibility and data usage.
• Monetization Evolution: Twitter/X will focus on subscription-based revenue models and creator partnerships, while Facebook continues expanding advertising sophistication and social commerce integration. Both platforms are investing in community-centric features that reward authentic engagement over viral content.
• Engagement Predictions: Video content will continue dominating both platforms, with vertical format optimization becoming standard. AI-driven content creation tools will emerge, though authentic, human-created content will maintain premium engagement rates.

Marketers should prepare for increased content quality requirements on both platforms as algorithms become more sophisticated at identifying and promoting genuine engagement over manufactured interactions.

Conclusion

Sources

1. Buffer - Average Engagement Rate
2. Social Insider - Social Media Benchmarks 2025
3. Hootsuite - Average Engagement Rates by Industry
4. Social Status - Twitter Engagement Rate Benchmark
5. Hootsuite - Twitter Statistics 2025
6. Rival IQ - Social Media Industry Benchmark Report
7. Sprout Social - Twitter Statistics
8. WordStream - Facebook Advertising Benchmarks
9. Sprout Social - Facebook Statistics
10. Hostinger - Social Commerce Statistics
11. WiserNotify - Social Commerce Statistics
12. Hootsuite - Twitter Demographics
13. Backlinko - Twitter User Statistics
14. Sprout Social - Social Media Demographics 2025