The Sydney Morning Herald engagement report

Where this sits in the catalog

At under 0.001%, The Sydney Morning Herald sits below the 10th percentile of the 212,482 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.025%.

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 19:00 UTC, and Wednesday 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.

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.

• 33% 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.
• 100% 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 166 characters, which falls in the 80 - 180 characters band. Across the catalog, posts of 80 to 180 characters run 3% below 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.

Reading these numbers

A typical post picks up 3 interactions against 877K followers, an engagement rate of 0%. Posts are seen about 3.5K times each, and 0.087% of those impressions turn into an interaction. That is about 0.394% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 1.3 post a day over the last 30 days, though only 17% of days saw any activity at all. Most posts go out around 19:00 UTC, and Wednesday is the busiest day of the week. Of the 40 posts sampled, 33% carry an image or video and 100% link out. The account's strongest tracked post pulled 1.3K interactions, about 422x its own typical post.

What is The Sydney Morning Herald's engagement rate on X?

The Sydney Morning Herald (@smh) has an engagement rate of 0%, based on the median interactions across 40 original posts from the last 30 days against 877,491 followers. Replies, reposts and quote-posts of other people are excluded from that sample.

Is that a good engagement rate?

At under 0.001%, The Sydney Morning Herald sits below the 10th percentile of the 212,482 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 @smh have real engagement?

There is not yet enough sample to rank this account against others of its size.

When does @smh post?

Most posts go out around 19:00 UTC, and Wednesday is its busiest day, at roughly 1.33 posts per day across the measured window.