Skift engagement report
@skift - 1.4M followers on X
Measured over 248 original posts from a 30-day window, last computed on October 28, 2026.
Engagement
A typical post picks up 3 interactions against 1.4M followers, an engagement rate of 0%. Measured over 248 original posts, its engagement rate beats 3% of 21,185 tracked accounts of a similar size. That is a reason to look at how the audience behaves - reply depth, saves, whether the followers are recent - rather than a conclusion about it on its own. Posts are seen about 3.3K times each, and 0.092% of those impressions turn into an interaction. That is about 0.237% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 8.3 posts a day over the last 30 days, with activity on almost every day in the window. Most posts go out around 10:00 UTC, and Tuesday is the busiest day of the week. Of the 248 posts sampled, 35% carry an image or video and 93% link out. The account's strongest tracked post pulled 1.5K interactions, about 503x its own typical post.
Measured over 248 original posts from a 30-day window, last computed on October 28, 2026.
Compared with accounts its own size
Skift's engagement rate beats 3% of the tracked X accounts closest to it in follower count (21,185 accounts, accounts of similar size (decile 10 of 10)). A percentile is spread evenly by construction, so 50 really is the middle of that group and 90 really is its top tenth.
On engagement per impression rather than per follower it beats 6% of the same group. When those two numbers disagree, the gap is about how far its posts travel rather than how people react to them.
Where this sits in the catalog
At under 0.001%, Skift sits below the 10th percentile of the 212,146 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.025%.
Show the percentile table
| Percentile | Engagement rate |
|---|---|
| 10th percentile | 0.004% |
| 25th percentile | 0.025% |
| 50th percentile | 0.146% |
| 75th percentile | 0.694% |
| 90th percentile | 2.61% |
| 99th percentile | 83.1% |
This ruler is the whole measured catalog, not a size-matched group: it shows where the raw rate falls across every account we can measure, all of which are large. For a like-for-like comparison, read the size-band percentile above instead. See how the bands are built
Posting timing
This account posts most often around 10:00 UTC, and Tuesday is its busiest day of the week. The bars below are the catalog-wide pattern, with this account's own busiest slot marked. They do not show how this account performs at each hour: we keep one aggregate per account, not one per hour, so that measurement does not exist in our data.
Show engagement by hour posted, utc as a table
| Hour (UTC) | Vs author median | Posts |
|---|---|---|
| 00:00 UTC | -1% | 89K |
| 01:00 UTC | -2% | 90K |
| 02:00 UTC | -3% | 88K |
| 03:00 UTC | -4% | 94K |
| 04:00 UTC | -5% | 76K |
| 05:00 UTC | -4% | 75K |
| 06:00 UTC | -5% | 86K |
| 07:00 UTC | -5% | 93K |
| 08:00 UTC | -4% | 108K |
| 09:00 UTC | -4% | 124K |
| 10:00 UTC | -3% | 129K |
| 11:00 UTC | -3% | 141K |
| 12:00 UTC | -3% | 154K |
| 13:00 UTC | -3% | 167K |
| 14:00 UTC | -4% | 173K |
| 15:00 UTC | -2% | 176K |
| 16:00 UTC | -3% | 171K |
| 17:00 UTC | -3% | 159K |
| 18:00 UTC | -2% | 149K |
| 19:00 UTC | -2% | 141K |
| 20:00 UTC | -1% | 131K |
| 21:00 UTC | 0% | 116K |
| 22:00 UTC | -2% | 100K |
| 23:00 UTC | -1% | 90K |
Show engagement by day of week as a table
| Day | Vs author median | Posts |
|---|---|---|
| Sunday | +5% | 393K |
| Monday | +1% | 483K |
| Tuesday | -2% | 520K |
| Wednesday | -3% | 472K |
| Thursday | -2% | 430K |
| Friday | -3% | 447K |
| Saturday | +2% | 393K |
Formats this account uses
Its own posting mix on the left, and what each of those formats does across every account we track on the right. Only formats where the effect clears our publish test appear here, so an empty row is a format we could not measure rather than one that does nothing.
| Format | This account | Catalog effect | 95% interval | Accounts behind it |
|---|---|---|---|---|
| Image or video | 35% of posts | +111% | +108% to +115% | 34K |
| Outbound link | 93% of posts | -41% | -42% to -40% | 32K |
| Typical length | - | +15% | +14% to +16% | 32K |
- 35% of this account's sampled posts carry an image or video. Across the catalog, posts with an image or video run 111% above the same accounts' other posts.
- 93% of its posts carry a link off X. Across the catalog, posts with an outbound link run 41% below the same accounts' other posts, so a large share of this account's output sits in the weakest bucket we measure.
- Its average post runs 417 characters, which falls in the over 280 characters band. Across the catalog, posts over 280 characters run 15% above the same accounts' other posts.
These are catalog-wide differences applied to this account's own posting mix, not a measurement of how each format performs for this account specifically. We keep one median per account, not one per format per account, so the second thing is not something this data can tell you.
Best tweets
- Sep 23, 2026503x their median
Prince Harry, The Duke of Sussex, just took the stage at Skift Global Forum. As founder of Travalyst, he's spent years pushing the travel industry to make sustainable choices easier for travelers, not just talk about them. Today he's joining us to discuss what transforming travel's future actually requires, and who needs to move first. Up next: Airbnb CEO Brian Chesky with Rafat Ali on rebuilding as an AI-native company. Watch live: https://t.co/qbXgwBZytl
- Sep 24, 2026206x their median
Prince Harry, Duke of Sussex, and founder of Travalyst, called on the travel industry to measure the health of the destination — not just the value of the traveler or traditional business performance metrics. “We must remember there is no successful travel industry without successful destinations,” Prince Harry said at the Skift Global Forum on Wednesday. His comments come amid prolonged backlash on the ground in popular destinations as extreme heat, wildfires, and drought wreaked havoc this summer. https://t.co/cCIogcZ3Yy
- Aug 21, 202621x their median
Airlines are getting bolder testing niche long-haul routes — and not every bet lands. United and Air Canada are both launching seasonal Sapporo nonstops this December, betting Hokkaido's ski demand can support two entrants at once. BA and Finnair are both adding one-stop Melbourne service via different hubs. The riskier bet: Delta's new Atlanta-Riyadh nonstop, pricing award seats as low as $187 — the kind of pricing that signals building a market, not serving one. And Aer Lingus is ending Dublin-Las Vegas just three weeks before Qantas launches Sydney-Vegas — proof the same city can validate one airline's math and break another's. https://t.co/HFmaVTZdLe
- Aug 30, 202617x their median
Airbnb is quietly testing a lower fee — 6% to 10%, versus the standard 15.5% — for hosts who bring their own guests via shareable links. The booking still happens on Airbnb: same checkout, same payments, same AirCover. What changes is who sourced the guest. Call it "direct booking" if you want, but Airbnb still keeps the reservation. The move suggests Airbnb's take rate on host-originated demand is negotiable, not fixed — which reprices the case for hosts building their own direct-booking channels entirely. https://t.co/i7QJKfsbTC
- Aug 20, 202615x their median
Delta is quietly building toward a new hub in Austin — 100 flight attendants based there, 15 gates secured, a new lounge, and the airport's first nonstop to Europe. It's a smart flank: Texas is American's and Southwest's territory, so Austin lets Delta grow in-state without a head-on hub fight. The real driver isn't passenger volume — it's income. Austin is a high-income growth area driving record sign-ups for Delta's Amex co-brand card. Notably, CEO Ed Bastian says the bigger long-term bet is international, not domestic — Delta's Texas push is really about capturing premium, loyalty-driven fliers in fast-growing markets, not chasing route count. https://t.co/t2OlvyNnTx
- Sep 13, 202615x their median
11 days out, and Skift Meetings Forum's agenda centers on three decisions planners are facing now: hosting events when the U.S. is no longer a neutral country, protecting shrinking budgets, and deciding which parts of the job artificial intelligence is ready to touch. One day, September 22, Javits Center, New York City. Complimentary for qualified planners, 11 days out. Register now: https://t.co/A1EvSKbJ4P
- Oct 6, 202613x their median
British Airways wants fewer people on board its enormous Airbus A380s. It sounds like an odd decision for an airline operating out of slot-constrained Heathrow, but a quick look at the underlying numbers tells you where airline economics are heading. Once refurbished, each superjumbo will carry 417 seats against 469 today. Economy class shrinks by 88 seats to just 215, a cut of around 30%. Speaking on Monday, Sean Doyle, CEO of British Airways, described the changes as “one of the most significant transformations we’ve ever undertaken on any aircraft.” https://t.co/PCFoiJA8Hb
- Aug 23, 202613x their median
Delta wants to be more competitive in Texas, a longtime stronghold of American and Southwest. So far, the carrier is focusing on Austin and might turn the city into a hub. Delta secured 15 gates at Austin-Bergstrom International Airport, opened a base with 100 flight attendants, and has plans to open another lounge. And if you check Delta’s merch store, it sells Austin-themed pint glasses, keychains, and t-shirts under its “Hub Love” page. https://t.co/3Jm2dqoCUj
- Oct 4, 20269.3x their median
Gordon Smith sits down with Virgin Atlantic CEO Corneel Koster on the sidelines of Skift Global Forum in New York. They discuss how fuel costs are weighing on the airline and why premium demand keeps holding up, before turning to recent air traffic control meltdowns that have disrupted transatlantic operations. Watch or listen: https://t.co/bVHcRdm0il
- Sep 20, 20268.3x their median
Why do airline executives keep choosing this room for their first reveals? Cathay Pacific's Cindy Lam shared news with the Skift Aviation Forum crowd before anyone else got it. That's the room you're in on November 11-12. New York City. Seats filling fast. Register: https://t.co/SbTQiOzEdY
Ranked by total interactions across everything we have tracked for this account, which is a longer history than the 30-day window the rates above use. The multiple compares each post to this account's own median.
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Reading these numbers
A typical post picks up 3 interactions against 1.4M followers, an engagement rate of 0%. Measured over 248 original posts, its engagement rate beats 3% of 21,185 tracked accounts of a similar size. That is a reason to look at how the audience behaves - reply depth, saves, whether the followers are recent - rather than a conclusion about it on its own. Posts are seen about 3.3K times each, and 0.092% of those impressions turn into an interaction. That is about 0.237% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 8.3 posts a day over the last 30 days, with activity on almost every day in the window. Most posts go out around 10:00 UTC, and Tuesday is the busiest day of the week. Of the 248 posts sampled, 35% carry an image or video and 93% link out. The account's strongest tracked post pulled 1.5K interactions, about 503x its own typical post.
- What is Skift's engagement rate on X?
- Skift (@skift) has an engagement rate of 0%, based on the median interactions across 248 original posts from the last 30 days against 1,378,565 followers. Replies, reposts and quote-posts of other people are excluded from that sample.
- Is that a good engagement rate?
- At under 0.001%, Skift sits below the 10th percentile of the 212,146 accounts in this comparison. Those comparison accounts are all large ones, because our scanning cadence is weighted towards big accounts, so this is a ranking among peers of similar scale rather than a ranking across X.
- Does @skift have real engagement?
- Its engagement rate beats 3% of the tracked X accounts closest to it in follower count (21,185 accounts), which puts it in the bottom 10% for its size group. Ranking inside a size band matters because engagement rate falls as accounts grow, so a raw rate would mostly re-measure the follower count. It is a starting point for a look at follower quality, not a verdict on it.
- When does @skift post?
- Most posts go out around 10:00 UTC, and Tuesday is its busiest day, at roughly 8.27 posts per day across the measured window.