Rory Sutherland engagement report
@rorysutherland - 164K followers on X
Measured over 7 original posts from a 30-day window, last computed on October 24, 2026.
Engagement
Early reading. We have captured 7 original posts for this account, below the 8 we require before treating a median as settled. The numbers above describe what we have seen so far, not a finished profile of the account.
A typical post picks up 58 interactions against 164K followers, an engagement rate of 0.035%. Posts are seen about 19K times each, and 0.307% of those impressions turn into an interaction. That is about 11.5% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 1.4 post a day over the last 30 days, though only 30% of days saw any activity at all. Most posts go out around 15:00 UTC, and Thursday is the busiest day of the week. Of the 7 posts sampled, 43% carry an image or video and 57% link out. The account's strongest tracked post pulled 67K interactions, about 177x its own typical post. Only 7 original posts have been captured so far, fewer than the 8 posts we want behind a median before treating it as settled. Read the figures above as an early measurement of this account, not as a finished profile of it.
Measured over 7 original posts from a 30-day window, last computed on October 24, 2026.
Where this sits in the catalog
At 0.035%, Rory Sutherland sits above the 25th percentile of the 200,661 accounts in this comparison. That places it in the below the median band, which runs 0.024% to 0.141%.
Show the percentile table
| Percentile | Engagement rate |
|---|---|
| 10th percentile | 0.004% |
| 25th percentile | 0.024% |
| 50th percentile | 0.141% |
| 75th percentile | 0.67% |
| 90th percentile | 2.53% |
| 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 15:00 UTC, and Thursday 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 | 43% of posts | +111% | +108% to +115% | 34K |
| Outbound link | 57% of posts | -41% | -42% to -40% | 32K |
| Typical length | - | -3% | -3% to -2% | 54K |
- 43% 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.
- 57% 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 139 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.
Best tweets
- Sep 15, 2026177x their median
Someone once stopped me as I was stepping out of my Lambo “How many starving people could you have fed with the money you spent on that?” I told him the truth: “I don't know. But it fed the 1,800 families of the people who built it. It fed the designers. The carbon-fiber suppliers. The tyre manufacturers. The 300 technicians who spent hundreds of hours hand-crafting this machine with pride.” That’s the difference. Socialism demands you divide the pie Capitalism pays people to bake a bigger one Do you understand?
- Sep 17, 2026119x their median
The executives said the boardroom Wi-Fi “feels slow.” Speed test: 487 Mbps. Apparently 487 Mbps has bad energy. So I created a new network: EXECUTIVE_PRIORITY_5G Same access points. Same internet connection. Same VLAN. I just gave it a more expensive name. Connected the CEO. He opened a website and immediately said: “Oh wow, this is way faster.” By lunch, five VPs had asked for access. I told them executive bandwidth is limited and I can only approve users with a genuine business requirement. They are now competing for access to Wi-Fi they already had. Performance is unchanged. Satisfaction is through the roof.
- Sep 11, 202624x their median
$3 million in Palo Alto, CA: garage can almost fit a car! $3 million in Waco, TX: a literal castle (+ $300,000 for fun) https://t.co/u7HTT2ZcXc
- Sep 21, 20262.1x their median
The BBC can’t even bring themselves to mention this. What IS wrong with them? https://t.co/hTFDIJdRib
- Sep 19, 2026
Unscientific but welcome . Jeremy Clarkson in the Sun today. https://t.co/Okicxis8xu
- Sep 15, 2026
I have observed this on many occasions. For instance, a friend of mine who is a brilliant planner and a brilliant copywriter found it almost impossible to gain employment. It may be part of a wider phenomenon which explains the popularity of performance marketing. Because performance marketing is entirely devoted to achieving one narrow thing, it appears 100% effective at that one thing. Other communication forms which achieve multiple objectives don't have a pet single metric all of their own to make themselves look good.
- Sep 15, 2026
To all young people who want to work but can't find a job, or who are working but can't afford a home, and are wondering why: This situation had it roots with the last Labour government who were in power when the 2008 crash happened and took decisions we're still paying for today. The Coalition and Tory governments that followed made it worse, by implementing more policies that pumped house prices but not wages (eg v low interest rates and Help to Buy). But none of them, neither the previous Tory or Labour governments did as much damage as this Labour government has done in just two short years. They have stepped on the heads of your drowning prospects to make sure they don't survive. Yes, it is possible to get into a home for some, but it shouldn't be this difficult. You are experiencing the consequences of decades of bad government policy, driven mostly by the desire to win votes rather than benefit voters, and it's not your fault. Do not blame boomers, they didn't make the policies that they have benefitted from (but you can blame them for not recognising how much harder you have it than they did, in terms of home affordability). For as long as voters keep electing ANY party who will perpetuate these policies, nothing will improve. We must keep fighting against the demon of debt expansion, (eg Help to Buy, Longer mortgage terms, larger salary multiples) because until lending is reined in, this will keep getting worse. And the economy and wages will keep suffering as housing hoovers up everyone's money.
- Sep 13, 2026
This deserves a place in the pantheon of all-time greatest online comments. https://t.co/ql2QRaaq2j
- Sep 18, 2026
"Yes, we are all individuals." Queue at Apple Store Regent St. https://t.co/srGOd0fTBT
- Sep 21, 2026
The political right is obsessed with narrow self-interest. The political left is obsessed with altruism. What gets lost in this is that there is a third form of government activity where money is spent to the benefit of everyone. https://t.co/vyOvqRVH9Y
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.
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Reading these numbers
A typical post picks up 58 interactions against 164K followers, an engagement rate of 0.035%. Posts are seen about 19K times each, and 0.307% of those impressions turn into an interaction. That is about 11.5% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 1.4 post a day over the last 30 days, though only 30% of days saw any activity at all. Most posts go out around 15:00 UTC, and Thursday is the busiest day of the week. Of the 7 posts sampled, 43% carry an image or video and 57% link out. The account's strongest tracked post pulled 67K interactions, about 177x its own typical post. Only 7 original posts have been captured so far, fewer than the 8 posts we want behind a median before treating it as settled. Read the figures above as an early measurement of this account, not as a finished profile of it.
- What is Rory Sutherland's engagement rate on X?
- Rory Sutherland (@rorysutherland) has an engagement rate of 0.035%, based on the median interactions across 7 original posts from the last 30 days against 164,057 followers. Replies, reposts and quote-posts of other people are excluded from that sample.
- Is that a good engagement rate?
- At 0.035%, Rory Sutherland sits above the 25th percentile of the 200,661 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 @rorysutherland have real engagement?
- There is not yet enough sample to rank this account against others of its size.
- When does @rorysutherland post?
- Most posts go out around 15:00 UTC, and Thursday is its busiest day, at roughly 1.43 posts per day across the measured window.