UNESCO engagement report
@UNESCO - 5.8M followers on X
Measured over 64 original posts from a 30-day window, last computed on October 25, 2026.
Engagement
A typical post picks up 142 interactions against 5.8M followers, an engagement rate of 0.003%. Measured over 64 original posts, its engagement rate beats 18% of 20,444 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 25K times each, and 0.58% of those impressions turn into an interaction. That is about 0.426% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 2.2 posts a day over the last 30 days, with activity on almost every day in the window. Most posts go out around 04:00 UTC, and Monday is the busiest day of the week. Of the 64 posts sampled, 95% carry an image or video and 98% link out. The account's strongest tracked post pulled 2.7K interactions, about 17x its own typical post. Recurring topics include #worldteachersday, #cop17, #ai.
Measured over 64 original posts from a 30-day window, last computed on October 25, 2026. Recurring tags: #worldteachersday, #cop17, #ai.
Compared with accounts its own size
UNESCO's engagement rate beats 18% of the tracked X accounts closest to it in follower count (20,444 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 34% 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 0.003%, UNESCO sits below the 10th percentile of the 204,694 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.024%.
Show the percentile table
| Percentile | Engagement rate |
|---|---|
| 10th percentile | 0.004% |
| 25th percentile | 0.024% |
| 50th percentile | 0.143% |
| 75th percentile | 0.677% |
| 90th percentile | 2.55% |
| 99th percentile | 82.4% |
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 04:00 UTC, and Monday 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 | 95% of posts | +111% | +108% to +115% | 34K |
| Outbound link | 98% of posts | -41% | -42% to -40% | 32K |
| Typical length | - | +15% | +14% to +16% | 32K |
- 95% 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.
- 98% 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 401 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
- Aug 23, 202617x their median
On 23 August, we remember the victims and survivors of slavery and acknowledge its enduring legacies. Remembering is an act of collective responsibility and dignity. Through education, research & dialogue, UNESCO works to preserve this memory. https://t.co/HP1WxpnkKx #RememberSlavery
- Sep 21, 202617x their median
Peace is not simply the absence of war. It depends on the ability of societies to confront disagreement without violence, protect human rights and dignity, and keep dialogue open when tensions rise. Today, conflict, displacement, discrimination, hate speech, backsliding on rights and polarization are fracturing communities and eroding trust. On this #InternationalDayOfPeace, @UNESCO calls for greater investment in the institutions, skills and relationships that allow societies to address tensions before they turn into violence. https://t.co/lLwBETs0Y8 #ForThePeople
- Sep 25, 202611x their median
Human dignity must remain at the heart of our digital future. During his address at @UNESCO, Pope Leo XIV reflected on the challenges posed by artificial intelligence, calling for technology to remain at the service of people and for greater protection of children and young people in the digital age. While artificial intelligence can process and correlate vast amounts of information, it cannot provide meaning or trust. In the words of @Pontifex , “Meaning is the oxygen of the mind.” His message ultimately went beyond technology: trust, dialogue and education are essential to overcoming divisions, strengthening our common humanity and building lasting peace. ▶️ Watch highlights from Pope Leo XIV’s address at UNESCO.
- Sep 19, 20264.4x their median
📅 SAVE THE DATE #PopeLeoXIV @Pontifex will visit UNESCO Headquarters in Paris on 25 September 2026, the first papal visit to the Organization in more than four decades. Follow the visit on @UNESCO's channels and learn more here: https://t.co/VzgIEWDOaL https://t.co/UdwwhJpOJW
- Oct 4, 20264.4x their median
Artificial intelligence is changing education. But what does that mean for teachers? @UNESCO's AI Competency Framework for Teachers sets out 15 competencies across five key areas, including AI ethics, pedagogy and a human-centred approach. The goal? To help teachers harness AI while keeping human agency and teachers’ rights at the heart of education. 📘 https://t.co/9Z9uOqRsC8 #WorldTeachersDay
- Oct 11, 20264.2x their median
Every girl should be free to learn, grow and shape her own future. Yet for millions of girls, child marriage continues to limit those possibilities. Education can help change that. Over the past 2 years, @UNESCO programmes advancing #GenderEquality in education have reached 38M+ learners. This #DayOfTheGirl, we call for renewed commitment to every girl’s right to learn, work, decide freely and shape her own future. https://t.co/zYSdLr4HTn
- Sep 8, 20264.1x their median
For 60 years, #LiteracyDay has championed a simple but powerful idea: literacy is a right for all. Yet today, 739 million youth and adults still lack basic literacy skills. @UNESCO works worldwide to strengthen literacy policies, programmes and partnerships, and expand lifelong learning opportunities for all. 60 years on, the goal remains unchanged: literacy for all. https://t.co/VPmYynJWzs
- Sep 25, 20263.8x their median
At @UNESCO, @Pontifex addresses the world with a resounding message of peace and human dignity During his historic visit to @UNESCO Headquarters today, His Holiness Pope Leo XIV called for renewed international cooperation to build a more just and peaceful world, highlighting the special role that #UNESCO has to play. In his address to more than 1400 people, His Holiness reaffirmed the Holy See’s commitment to UNESCO’s founding mission, describing UNESCO as both an instrument and a forum in which humanity reflects on its history, its shared identity and its future. Read more: https://t.co/pvN2Khc3ZA
- Sep 15, 20263.7x their median
Democracy is built on freedom, human rights and the participation of all. On #DemocracyDay, @UNESCO promotes dialogue, inclusion and democratic values, helping foster peaceful and resilient societies. 🔗https://t.co/vLiBORfTvy #FreedomOfExpression #PressFreedom https://t.co/xbdF9zjBpK
- Oct 17, 20263.3x their median
#LivingHeritage exists because people keep it alive. Across all regions, bearers, practitioners, civil society organisations, cultural and academic institutions and national and local authorities are working together to safeguard, transmit and celebrate living heritage. Passed down from generation to generation, these traditions and practices provide communities with a sense of continuity and belonging. On the International Day of the Intangible Cultural Heritage, @UNESCO recognises and celebrates the living heritage present in our communities and beyond: the knowledge, practices, craftsmanship, foodways, rituals, performing arts and social customs that connect people across generations and cultures. 🔗 https://t.co/IE8oLkT6zv #IntangibleHeritage #ForThePeople
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.
Recurring topics
The most frequent hashtags in the sampled posts. They describe what this account writes about; they are not a performance signal, and the catalog-wide breakdown on the hub shows how little hashtag count moves.
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Reading these numbers
A typical post picks up 142 interactions against 5.8M followers, an engagement rate of 0.003%. Measured over 64 original posts, its engagement rate beats 18% of 20,444 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 25K times each, and 0.58% of those impressions turn into an interaction. That is about 0.426% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 2.2 posts a day over the last 30 days, with activity on almost every day in the window. Most posts go out around 04:00 UTC, and Monday is the busiest day of the week. Of the 64 posts sampled, 95% carry an image or video and 98% link out. The account's strongest tracked post pulled 2.7K interactions, about 17x its own typical post. Recurring topics include #worldteachersday, #cop17, #ai.
- What is UNESCO's engagement rate on X?
- UNESCO (@UNESCO) has an engagement rate of 0.003%, based on the median interactions across 64 original posts from the last 30 days against 5,770,670 followers. Replies, reposts and quote-posts of other people are excluded from that sample.
- Is that a good engagement rate?
- At 0.003%, UNESCO sits below the 10th percentile of the 204,694 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 @UNESCO have real engagement?
- Its engagement rate beats 18% of the tracked X accounts closest to it in follower count (20,444 accounts), which puts it in the bottom quarter 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 @UNESCO post?
- Most posts go out around 04:00 UTC, and Monday is its busiest day, at roughly 2.17 posts per day across the measured window.