The Sydney Morning Herald engagement report

Compared with accounts its own size

The Sydney Morning Herald's engagement rate beats 10% of the tracked X accounts closest to it in follower count (15,823 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 6% 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 0.001%, The Sydney Morning Herald sits below the 10th percentile of the 160,865 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.022%.

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 23:00 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.

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.

• 22% 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.
• 100% 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 134 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.

Reading these numbers

A typical post picks up 6 interactions against 878K followers, an engagement rate of 0.001%. Measured over 120 original posts, its engagement rate beats 10% of 15,823 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 7.0K times each, and 0.085% of those impressions turn into an interaction. That is about 0.802% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 4 posts a day over the last 30 days, with activity on roughly 53% of days. Most posts go out around 23:00 UTC, and Monday is the busiest day of the week. Of the 120 posts sampled, 22% carry an image or video and 100% link out. The account's strongest tracked post pulled 202 interactions, about 34x its own typical post.

What is The Sydney Morning Herald's engagement rate on X?

The Sydney Morning Herald (@smh) has an engagement rate of 0.001%, based on the median interactions across 120 original posts from the last 30 days against 877,854 followers. Replies, reposts and quote-posts of other people are excluded from that sample.

Is that a good engagement rate?

At 0.001%, The Sydney Morning Herald sits below the 10th percentile of the 160,865 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 @smh have real engagement?

Its engagement rate beats 10% of the tracked X accounts closest to it in follower count (15,823 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 @smh post?

Most posts go out around 23:00 UTC, and Monday is its busiest day, at roughly 4 posts per day across the measured window.