Facebook offers a larger audience and higher engagement rates, making it generally more attractive for broad marketing campaigns. X (formerly Twitter) may be more suitable for real-time engagement and reaching audiences interested in current events and trends. Both platforms have drawbacks in customer support responsiveness.
| Attribute | X (formerly Twitter) | |
|---|---|---|
| Active User Base | Approximately 600 million monthly active users; Daily active users range from 240 to 300 million. | 3.068 billion monthly active users as of Q4 2024, 2.11 billion daily active users |
| Engagement Rate | Median engagement rate was 0.015% in 2025, decreased from 0.029% in 2024. | Median engagement rate: 0.063%, Influencers: 0.164%, Reels: 0.23% |
| Content Virality | Measured in retweets, likes, and reach; a viral tweet typically has thousands of likes and hundreds of retweets. | Organic reach: 1.37% (2024), Median engagement rate: 0.2% |
| Target Audience Demographics | Most popular with users aged 25-34; approximately 58% of users are under 35; skews male (around 61%); about 27% of Americans earning $100,000+ annually use X; United States has the highest number of users. | Largest age group is 25-34 (31.1%), Gender distribution: 56.8% male, 43.2% female |
| Advertising Options and Costs | Auction-based pricing model; Promoted Posts: $0.50-$2 per engagement; Promoted Accounts: $2-$4 per follower; Promoted Trends: around $200,000 per day; Bidding models: CPC, CPM, CPE. | CPC: $0.50-$2.00 (varies by industry), Small businesses: $500-$1,500/month, Larger enterprises: $5,000-$10,000+/month |
| Data Analytics and Reporting | Offers robust analytics to track impressions, engagements, and conversions; key metrics include impressions, engagements, and engagement rate. | Insights section within professional dashboard and Meta Business Suite |
| API Availability and Functionality | Not available | Graph API and Marketing API available, Facebook Groups API deprecated as of April 22, 2024 |
| Content Moderation Policies | Prohibits hateful imagery, harassment, and harmful content; suspends accounts for violations; uses labels and automated technology. | AI and human reviewers |
| Community Building Tools | Fedica for detailed analytics and actionable insights. | Admin Home, comment moderation, tag group rules |
| Customer Support Responsiveness | Response times vary from a few hours to several days; primarily handles inquiries through online channels. | Not available |
| Privacy Settings and Data Security | Users can protect posts, use two-factor authentication, adjust DM settings; collects user data for targeted advertising and may share with third parties. | Customizable privacy settings to control who can see posts and find them |
| Mobile App Usability | Not available | Not available |
| Price | Not available | Not available |
| Ratings | Not available | overall:Not available, performance:Not available |