Skift engagement report
@skift - 1.2M followers on X
Measured over 50 original posts from a 30-day window, last computed on August 25, 2026.
Engagement
A typical post picks up 4 interactions against 1.2M followers, an engagement rate of 0%. Measured over 50 original posts, its engagement rate beats 5% of 1,223 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 7.5K times each, and 0.053% of those impressions turn into an interaction. That is about 0.607% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 1.7 posts a day over the last 30 days, though only 27% of days saw any activity at all. Most posts go out around 16:00 UTC, and Wednesday is the busiest day of the week. Of the 50 posts sampled, 42% carry an image or video and 100% link out. The account's strongest tracked post pulled 63 interactions, about 16x its own typical post.
Measured over 50 original posts from a 30-day window, last computed on August 25, 2026.
Compared with accounts its own size
Skift's engagement rate beats 5% of the tracked X accounts closest to it in follower count (1,223 accounts, accounts of similar size (decile 7 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 3% 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 under 0.001%, Skift sits below the 10th percentile of the 14,517 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.008%.
Show the percentile table
| Percentile | Engagement rate |
|---|---|
| 10th percentile | 0.001% |
| 25th percentile | 0.008% |
| 50th percentile | 0.055% |
| 75th percentile | 0.358% |
| 90th percentile | 2.36% |
| 99th percentile | 256.2% |
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 16:00 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 | 0% | 18K |
| 01:00 UTC | +1% | 18K |
| 02:00 UTC | -1% | 18K |
| 03:00 UTC | -4% | 18K |
| 04:00 UTC | -7% | 15K |
| 05:00 UTC | -6% | 14K |
| 06:00 UTC | -6% | 16K |
| 07:00 UTC | -6% | 17K |
| 08:00 UTC | -6% | 20K |
| 09:00 UTC | -3% | 23K |
| 10:00 UTC | -2% | 25K |
| 11:00 UTC | -2% | 26K |
| 12:00 UTC | 0% | 29K |
| 13:00 UTC | 0% | 33K |
| 14:00 UTC | -2% | 34K |
| 15:00 UTC | -1% | 36K |
| 16:00 UTC | -1% | 35K |
| 17:00 UTC | -1% | 33K |
| 18:00 UTC | +1% | 30K |
| 19:00 UTC | +1% | 28K |
| 20:00 UTC | -1% | 26K |
| 21:00 UTC | +1% | 23K |
| 22:00 UTC | +1% | 20K |
| 23:00 UTC | 0% | 18K |
Show engagement by day of week as a table
| Day | Vs author median | Posts |
|---|---|---|
| Sunday | +5% | 85K |
| Monday | +2% | 88K |
| Tuesday | +1% | 102K |
| Wednesday | -3% | 87K |
| Thursday | -1% | 82K |
| Friday | -4% | 89K |
| Saturday | +4% | 83K |
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 | 42% of posts | +83% | +77% to +89% | 7.0K |
| Outbound link | 100% of posts | -48% | -50% to -47% | 7.2K |
| Typical length | - | +12% | +10% to +15% | 7.5K |
- 42% of this account's sampled posts carry an image or video. Across the catalog, posts with an image or video run 83% above the same accounts' other posts.
- 100% of its posts carry a link off X. Across the catalog, posts with an outbound link run 48% 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 586 characters, which falls in the over 280 characters band. Across the catalog, posts over 280 characters run 12% 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 21, 202616x their median
Airlines are getting bolder testing niche long-haul routes — and not every bet lands. United and Air Canada are both launching seasonal Sapporo nonstops this December, betting Hokkaido's ski demand can support two entrants at once. BA and Finnair are both adding one-stop Melbourne service via different hubs. The riskier bet: Delta's new Atlanta-Riyadh nonstop, pricing award seats as low as $187 — the kind of pricing that signals building a market, not serving one. And Aer Lingus is ending Dublin-Las Vegas just three weeks before Qantas launches Sydney-Vegas — proof the same city can validate one airline's math and break another's. https://t.co/HFmaVTZdLe
- Aug 20, 202612x their median
Delta is quietly building toward a new hub in Austin — 100 flight attendants based there, 15 gates secured, a new lounge, and the airport's first nonstop to Europe. It's a smart flank: Texas is American's and Southwest's territory, so Austin lets Delta grow in-state without a head-on hub fight. The real driver isn't passenger volume — it's income. Austin is a high-income growth area driving record sign-ups for Delta's Amex co-brand card. Notably, CEO Ed Bastian says the bigger long-term bet is international, not domestic — Delta's Texas push is really about capturing premium, loyalty-driven fliers in fast-growing markets, not chasing route count. https://t.co/t2OlvyNnTx
- Aug 23, 20269.5x their median
Delta wants to be more competitive in Texas, a longtime stronghold of American and Southwest. So far, the carrier is focusing on Austin and might turn the city into a hub. Delta secured 15 gates at Austin-Bergstrom International Airport, opened a base with 100 flight attendants, and has plans to open another lounge. And if you check Delta’s merch store, it sells Austin-themed pint glasses, keychains, and t-shirts under its “Hub Love” page. https://t.co/3Jm2dqoCUj
- Aug 19, 20264.5x their median
AI is moving fast. Europe is rewriting the rules. And travel leaders have some big decisions to make. This October, Skift Data + AI Summit Europe brings 250 senior travel executives together in London for one focused day on what it really takes to deploy AI in Europe. The rules are real. The opportunities are bigger. And the conversation is just getting started. Ready for what’s next? Join us at Skift Data + AI Summit Europe → https://t.co/xfNCPlo1GR
- Aug 18, 20263.5x their median
Contrails cause roughly a third of aviation's climate impact — more than its CO2 does in the short term. A new UK-backed trial, Operation Blue Skies, will test whether simply rerouting planes can cut that. Over the next two winters, AI models from Google and Contrails will forecast where contrails are likely to form over the North Atlantic's largest hotspot for contrails. Air traffic controllers will then nudge flights up or down by up to 2,000 feet to avoid them — treated like routing around turbulence, with no airline opt-outs. Earlier modeling showed 60-70% fewer contrails for about 1% extra fuel burn. If that holds at scale, it's one of the cheapest climate wins aviation has found yet. https://t.co/mIjEmCFUSp
- Aug 23, 20263.3x their median
David Neeleman doesn't do boring answers. This clip is from last year's Skift Aviation Forum, and it's a good reminder why he's one of the most fun gets on any stage: sharp, unscripted, never quite where you expect the conversation to go. He's back this November 12 at TWA Hotel, JFK, for more insights. Prices go up September 1. Register now before they do: https://t.co/HZ8eap656a
- Aug 24, 20262.8x their median
The travel industry is worth $11 trillion. Most companies are still trying to understand it one sector at a time. Skift Research just published The State of Travel 2026, and this year we scrapped the old sector-by-sector format for something new: the Travel Stack — four universal layers that shape every single trip, no matter who's booking it or why. → Consumers: Who is traveling? → Commerce: How do they book? → Operations: What is being offered? → Experiences: Why do they travel? Get the full, free report here: https://t.co/IMxNRuqruD
- Aug 24, 20262.0x their median
The travel industry had been banking on the World Cup to help turn around inbound tourism struggles. Instead, 14 of the 20 top overseas tourist-generating countries pulled back in July — including four countries that played in the U.S. that month. The latest government data, on inbound tourism, released last Thursday, shows a 7% decline in overseas visitation to just over 3 million in July. Total figures are nearly 23% below pre-pandemic levels when excluding travel from Canada and Mexico. It’s the fourth consecutive month overseas inbound visitation has declined, with year-to-date figures down 4.7% from last year. https://t.co/COCLtdCpt7
- Aug 23, 20262.0x their median
The Iran war exposed how much Indian aviation still runs through the Gulf. Per new DGCA data, India's international traffic fell 9% in Q2 2026 — but Indian carriers alone fell 27%. Dubai, Doha, Abu Dhabi, and Muscat aren't just markets; they're the connecting points to the rest of the world. The exposure wasn't even: Air India Express (Gulf-to-South-India heavy) dropped over 50%. IndiGo (InterGlobe Aviation Ltd), with a more diversified network, fell only 15% and recovered fastest. Network breadth was the hedge, and airlines built around the Gulf corridor took the direct hit. https://t.co/qa4YBMl6CT
- Aug 23, 20261.8x their median
Same industry, same moment — three completely different bets on where value lives in a tour operator. A new Skift analysis compares the financials of Lindblad Expeditions, Travelopia, and Intrepid Travel. Lindblad bets on the founder: buy majority stakes in land tour brands, keep founders running them, and reap outsized margins — land now drives 84% of operating income on a third of revenue. Intrepid bets on the ground network: buy customer brands, then migrate them onto its own infrastructure across 118 countries. Travelopia bet on portfolio breadth — ships, yachts, planes — and is now stuck with too many asset types competing for the same cash, with debt maturities forcing a decision by 2027. Three operators, three answers to "where does the next dollar go." https://t.co/x1QOw7wKmt
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 4 interactions against 1.2M followers, an engagement rate of 0%. Measured over 50 original posts, its engagement rate beats 5% of 1,223 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 7.5K times each, and 0.053% of those impressions turn into an interaction. That is about 0.607% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 1.7 posts a day over the last 30 days, though only 27% of days saw any activity at all. Most posts go out around 16:00 UTC, and Wednesday is the busiest day of the week. Of the 50 posts sampled, 42% carry an image or video and 100% link out. The account's strongest tracked post pulled 63 interactions, about 16x its own typical post.
- What is Skift's engagement rate on X?
- Skift (@skift) has an engagement rate of 0%, based on the median interactions across 50 original posts from the last 30 days against 1,235,718 followers. Replies, reposts and quote-posts of other people are excluded from that sample.
- Is that a good engagement rate?
- At under 0.001%, Skift sits below the 10th percentile of the 14,517 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 @skift have real engagement?
- Its engagement rate beats 5% of the tracked X accounts closest to it in follower count (1,223 accounts), which puts it in the bottom 10% 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 @skift post?
- Most posts go out around 16:00 UTC, and Wednesday is its busiest day, at roughly 1.67 posts per day across the measured window.