UNICEF engagement report
@UNICEF - 11M followers on X
Measured over 53 original posts from a 30-day window, last computed on August 31, 2026.
Engagement
A typical post picks up 214 interactions against 11M followers, an engagement rate of 0.002%. Measured over 53 original posts, its engagement rate beats 24% of 3,758 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 50K times each, and 0.428% of those impressions turn into an interaction. That is about 0.472% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 2.4 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 Wednesday is the busiest day of the week. Of the 53 posts sampled, 72% carry an image or video and 55% link out. The account's strongest tracked post pulled 1.3K interactions, about 6.1x its own typical post. Recurring topics include #worldhumanitarianday, #youthday, #actforhumanity.
Measured over 53 original posts from a 30-day window, last computed on August 31, 2026. Recurring tags: #worldhumanitarianday, #youthday, #actforhumanity.
Compared with accounts its own size
UNICEF's engagement rate beats 24% of the tracked X accounts closest to it in follower count (3,758 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 35% 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 0.002%, UNICEF sits above the 10th percentile of the 36,521 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.012%.
Show the percentile table
| Percentile | Engagement rate |
|---|---|
| 10th percentile | 0.002% |
| 25th percentile | 0.012% |
| 50th percentile | 0.08% |
| 75th percentile | 0.434% |
| 90th percentile | 2.10% |
| 99th percentile | 160.7% |
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 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.
Show engagement by hour posted, utc as a table
| Hour (UTC) | Vs author median | Posts |
|---|---|---|
| 00:00 UTC | -1% | 50K |
| 01:00 UTC | -2% | 51K |
| 02:00 UTC | -3% | 50K |
| 03:00 UTC | -4% | 53K |
| 04:00 UTC | -6% | 43K |
| 05:00 UTC | -4% | 42K |
| 06:00 UTC | -4% | 48K |
| 07:00 UTC | -5% | 52K |
| 08:00 UTC | -4% | 60K |
| 09:00 UTC | -3% | 69K |
| 10:00 UTC | -2% | 72K |
| 11:00 UTC | -3% | 78K |
| 12:00 UTC | -2% | 86K |
| 13:00 UTC | -2% | 94K |
| 14:00 UTC | -4% | 97K |
| 15:00 UTC | -2% | 100K |
| 16:00 UTC | -3% | 97K |
| 17:00 UTC | -2% | 90K |
| 18:00 UTC | -1% | 84K |
| 19:00 UTC | -2% | 79K |
| 20:00 UTC | -1% | 74K |
| 21:00 UTC | -1% | 66K |
| 22:00 UTC | -2% | 57K |
| 23:00 UTC | -2% | 51K |
Show engagement by day of week as a table
| Day | Vs author median | Posts |
|---|---|---|
| Sunday | +4% | 230K |
| Monday | 0% | 286K |
| Tuesday | -2% | 276K |
| Wednesday | -1% | 251K |
| Thursday | -1% | 244K |
| Friday | -3% | 252K |
| Saturday | +3% | 227K |
Best tweets
- Aug 26, 20266.1x their median
The floods in Rasuwa and other parts of Nepal this week have left thousands of children and families facing devastating loss, displacement and uncertainty. Children are among the most vulnerable when disaster strikes and their well-being and rights must be at the heart of the response. UNICEF is ready to work with partners to support children’s protection, health and well-being.
- Aug 28, 20266.0x their median
At least four children have been reported killed and many others injured in the Gaza Strip over the past five days. Attacks have also destroyed a warehouse containing nutrition supplies and severely damaged a UNICEF-supported water facility, further undermining access to the essential services that children and families rely on. Details: https://t.co/K2KWceZfId
- Aug 10, 20266.0x their median
A 7.4-magnitude earthquake struck western Colombia this morning, affecting thousands of people, including children. Some buildings have collapsed in Cali, Pereira, Manizales, and Quibdó. UNICEF is monitoring the situation and coordinating with UN partners and national authorities to assess needs and reach affected children.
- Aug 6, 20264.9x their median
"A ceasefire that leaves an average of one child dead each and every day is failing children," - @UNICEFmena Regional Director Edouard Beigbeder. "With hundreds more children injured, many severely, children in Gaza are still waiting for the end to the violence they were promised." Learn more: https://t.co/1fFYgNA5p9
- Aug 28, 20264.7x their median
The lives of at least 17,000 children in Nepal have been drastically changed by the flash floods. Their homes, schools, roads - all destroyed. About 10,000 children now require urgent support to continue their education. UNICEF is on the ground, facilitating life-saving assistance. Learn how and donate to support children affected: https://t.co/tE9zg5qUyV
- Aug 29, 20263.8x their median
These are the horrifying images Samir, 21, captured from his phone as he escaped the flash floods in his hometown in Nepal. Samir is now safe with his little brother and mother, but uncertainty looms large for thousands of children and families like theirs. Find out how UNICEF is helping children and families impacted and donate to support them: https://t.co/tE9zg5qUyV
- Jul 26, 20263.1x their median
Draw a circle. Inside, write what's in your control today. Outside, what isn't. The two minutes it takes might help you manage your emotions and remember that taking care of your mental health is within your control. Share a photo of it in the comments below and help others see that they're not alone. #OnMyMind
- Aug 11, 20263.0x their median
“Children in the West Bank have the same rights as children everywhere: to live, to learn, to be protected, and to imagine a future beyond violence and fear. UNICEF will continue to advocate for the protection of all children and to provide humanitarian assistance and protection to every child we can reach. But humanitarian organizations cannot create the political conditions that children need to be safe. That responsibility rests with Member-States who have the power to change them.” UNICEF Deputy Executive Director Hannan Sulieman's remarks at the United Nations Security Council meeting on escalating violence in the West Bank: https://t.co/pOzdK2grWC
- Aug 30, 20262.7x their median
In Gaza, Hala, 10, is struggling to get what every child has a right to: food, water and safety. Forced to flee Beit Lahia with her family, Hala now lives in a tent at Gaza’s Fishermen’s Port. Her days are spent waiting for drinking water and searching for food. At night, she stays inside her tent. The sound of navy boats is close. “They keep shooting at us,” she says. Protecting children’s rights is everyone’s responsibility. Help amplify Hala’s voice by sharing her story - part of an illustrated series highlighting the devastating impact of war on children’s rights.
- Aug 22, 20262.0x their median
What does humanitarian response look like? Sometimes it looks like this. When recent floods struck Nuristan, Afghanistan, a UNICEF partner, Habib Rahman Rasoolzai, took action, crossing a fast-flowing river to reach a remote household. This way, he was able to gather critical information on the impact of the floods and the urgent assistance required. Habib was supported by UNICEF and his team with essential field safety equipment and risk-mitigation measures while making the crossing. We’re grateful for humanitarian workers like Habib who go to all lengths possible for the well-being of children and families.
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 214 interactions against 11M followers, an engagement rate of 0.002%. Measured over 53 original posts, its engagement rate beats 24% of 3,758 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 50K times each, and 0.428% of those impressions turn into an interaction. That is about 0.472% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 2.4 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 Wednesday is the busiest day of the week. Of the 53 posts sampled, 72% carry an image or video and 55% link out. The account's strongest tracked post pulled 1.3K interactions, about 6.1x its own typical post. Recurring topics include #worldhumanitarianday, #youthday, #actforhumanity.
- What is UNICEF's engagement rate on X?
- UNICEF (@UNICEF) has an engagement rate of 0.002%, based on the median interactions across 53 original posts from the last 30 days against 10,582,414 followers. Replies, reposts and quote-posts of other people are excluded from that sample.
- Is that a good engagement rate?
- At 0.002%, UNICEF sits above the 10th percentile of the 36,521 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 @UNICEF have real engagement?
- Its engagement rate beats 24% of the tracked X accounts closest to it in follower count (3,758 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 @UNICEF post?
- Most posts go out around 10:00 UTC, and Wednesday is its busiest day, at roughly 2.37 posts per day across the measured window.