NHS England engagement report

Compared with accounts its own size

NHS England's engagement rate beats 50% of the tracked X accounts closest to it in follower count (20,182 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 51% 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 0.03%, NHS England sits above the 25th percentile of the 202,076 accounts in this comparison. That places it in the below the median band, which runs 0.024% to 0.142%.

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 07:00 UTC, and Friday 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.

• 100% 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.
• 88% 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 286 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.

Reading these numbers

A typical post picks up 150 interactions against 505K followers, an engagement rate of 0.03%. Measured over 8 original posts, its engagement rate beats 50% of 20,182 tracked accounts of a similar size, which puts it in the middle of its size range rather than at either end. Posts are seen about 13K times each, and 1.14% of those impressions turn into an interaction. That is about 2.61% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 0.4 posts a day over the last 30 days, though only 30% of days saw any activity at all. Most posts go out around 07:00 UTC, and Friday is the busiest day of the week. Of the 8 posts sampled, 100% carry an image or video and 88% link out. The account's strongest tracked post pulled 1.4K interactions, about 9.2x its own typical post.

What is NHS England's engagement rate on X?

NHS England (@NHSEngland) has an engagement rate of 0.03%, based on the median interactions across 8 original posts from the last 30 days against 505,451 followers. Replies, reposts and quote-posts of other people are excluded from that sample.

Is that a good engagement rate?

At 0.03%, NHS England sits above the 25th percentile of the 202,076 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 @NHSEngland have real engagement?

Its engagement rate beats 50% of the tracked X accounts closest to it in follower count (20,182 accounts), which puts it in the middle of its size range 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 @NHSEngland post?

Most posts go out around 07:00 UTC, and Friday is its busiest day, at roughly 0.4 posts per day across the measured window.