Skift engagement report
@skift - 1.3M followers on X
Measured over 111 original posts from a 30-day window, last computed on September 1, 2026.
Engagement
A typical post picks up 4 interactions against 1.3M followers, an engagement rate of 0%. Measured over 111 original posts, its engagement rate beats 5% of 3,809 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 7.1K times each, and 0.056% of those impressions turn into an interaction. That is about 0.55% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 3.7 posts a day over the last 30 days, with activity on roughly 50% of days. Most posts go out around 07:00 UTC, and Wednesday is the busiest day of the week. Of the 111 posts sampled, 40% carry an image or video and 99% link out. The account's strongest tracked post pulled 63 interactions, about 16x its own typical post.
Measured over 111 original posts from a 30-day window, last computed on September 1, 2026.
Compared with accounts its own size
Skift's engagement rate beats 5% of the tracked X accounts closest to it in follower count (3,809 accounts, accounts of similar size (decile 9 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 36,960 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 | 0.435% |
| 90th percentile | 2.10% |
| 99th percentile | 159.8% |
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 07:00 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% | 51K |
| 01:00 UTC | -2% | 52K |
| 02:00 UTC | -3% | 51K |
| 03:00 UTC | -4% | 54K |
| 04:00 UTC | -6% | 44K |
| 05:00 UTC | -4% | 42K |
| 06:00 UTC | -4% | 49K |
| 07:00 UTC | -5% | 53K |
| 08:00 UTC | -4% | 61K |
| 09:00 UTC | -3% | 70K |
| 10:00 UTC | -2% | 73K |
| 11:00 UTC | -3% | 79K |
| 12:00 UTC | -2% | 87K |
| 13:00 UTC | -2% | 96K |
| 14:00 UTC | -4% | 99K |
| 15:00 UTC | -2% | 102K |
| 16:00 UTC | -3% | 99K |
| 17:00 UTC | -2% | 92K |
| 18:00 UTC | -1% | 85K |
| 19:00 UTC | -2% | 80K |
| 20:00 UTC | -1% | 75K |
| 21:00 UTC | -1% | 67K |
| 22:00 UTC | -2% | 58K |
| 23:00 UTC | -1% | 52K |
Show engagement by day of week as a table
| Day | Vs author median | Posts |
|---|---|---|
| Sunday | +5% | 233K |
| Monday | 0% | 292K |
| Tuesday | -3% | 284K |
| Wednesday | -1% | 253K |
| Thursday | -2% | 246K |
| Friday | -3% | 255K |
| Saturday | +3% | 229K |
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 30, 202613x their median
Airbnb is quietly testing a lower fee — 6% to 10%, versus the standard 15.5% — for hosts who bring their own guests via shareable links. The booking still happens on Airbnb: same checkout, same payments, same AirCover. What changes is who sourced the guest. Call it "direct booking" if you want, but Airbnb still keeps the reservation. The move suggests Airbnb's take rate on host-originated demand is negotiable, not fixed — which reprices the case for hosts building their own direct-booking channels entirely. https://t.co/i7QJKfsbTC
- 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, 20269.8x 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 29, 20264.0x their median
Google just brought agentic hotel booking to AI Mode — nine months after first teasing it. Users can now discover, compare, and book hotels through natural conversation in Google's AI Mode, paying via Google Pay. It's not fully autonomous: travelers still pick the property, review cancellation policies, and authorize payment themselves. Launch partners span the industry: https://t.co/eSVkAsx43L, Expedia, Hilton, Marriott International, IHG Hotels & Resorts, Choice Hotel Group, Priceline, https://t.co/p4CP8140TJ, and Wyndham Hotels & Resorts. The bigger question is whether this succeeds where Book on Google didn't — and whether hotels are comfortable with Google sitting in the booking flow again. https://t.co/IwNidyTnC4
- Aug 28, 20263.8x their median
JetBlue announced Thursday that the two Carl Icahn picks on the carrier’s board of directors would resign after the activist investor decreased his stake. The resignations are effective immediately, JetBlue said. “We appreciate the constructive partnership with JetBlue over the years as they have reshaped the airline and we look forward to seeing them continue to successfully execute the JetForward strategy,” Carl Icahn said in a statement. JetBlue CEO Joanna Geraghty said in a statement that the carrier would still work toward its goal of $1 earnings per share by 2028. https://t.co/6I923qzboB
- Aug 30, 20263.5x their median
Airline CEOs, investors, and innovators. One room. The conversations that move the industry. This November, Skift Aviation Forum returns to New York for its 6th year, and it's shaping up to be the sharpest edition yet. Profitability, capacity, sustainability, loyalty, and the impact of AI: this is where the real decisions get made. 📆 November 12 | TWA Hotel, JFK 🎟️ Super early bird pricing ends MONDAY at 11:59 p.m. ET Register: https://t.co/DnIFyEdLKY
- 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 29, 20263.3x their median
JetBlue announced Thursday that the two Carl Icahn picks on the carrier’s board of directors would resign after the activist investor decreased his stake. The resignations are effective immediately, JetBlue said. “We appreciate the constructive partnership with JetBlue over the years as they have reshaped the airline and we look forward to seeing them continue to successfully execute the JetForward strategy,” Carl Icahn said in a statement. JetBlue CEO Joanna Geraghty said in a statement that the carrier would still work toward its goal of $1 earnings per share by 2028. https://t.co/XF2aKs84b6
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 1.3M followers, an engagement rate of 0%. Measured over 111 original posts, its engagement rate beats 5% of 3,809 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 7.1K times each, and 0.056% of those impressions turn into an interaction. That is about 0.55% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 3.7 posts a day over the last 30 days, with activity on roughly 50% of days. Most posts go out around 07:00 UTC, and Wednesday is the busiest day of the week. Of the 111 posts sampled, 40% carry an image or video and 99% 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 111 original posts from the last 30 days against 1,290,669 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 36,960 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 (3,809 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 07:00 UTC, and Wednesday is its busiest day, at roughly 3.7 posts per day across the measured window.