The Drum
The Drum covers modern marketing, agency business, creativity & the future of media. Marketing’s changing. Don’t miss a beat.
229,200
Followers
2,852
Following
215,594
Tweets
25.2
Avg Engagement
6,622
Listed
Yes
Verified
Account Overview
What This Report Covers
This comprehensive analysis examines @TheDrum's Twitter/X presence across multiple dimensions. We analyze tweet content, engagement patterns, audience demographics, posting habits, and network connections to provide actionable insights about this account's social media strategy and influence.
Account Classification
- Account Size: Macro Influencer (100K+)
- Account Age:2009-02-13
- Verification:Yes
- Location:UK, US and APAC
Data Summary
- Tweets Analyzed:3,249
- Avg Likes per Tweet:2.3
- Avg Retweets per Tweet:22.8
- Followers Analyzed:50,000
Engagement Analysis
Based on 3,249 tweetsThe account has moderate engagement with an average of 101 likes and 26 retweets per tweet. The content is often shared with relevant hashtags and links.
2.3
Avg Likes/Tweet
22.8
Avg Retweets/Tweet
7,519
Total Likes
74,227
Total Retweets
Engagement Quality Analysis
Median-based metrics that resist fake virality and outliers.
1
Median Likes
1
Median Retweets
4
75th Percentile
68,835
Top Tweet
0.11
Engagement per 1K Followers
Normalized influence metric
Viral Spikes
Engagement Pattern
Few posts get most engagement
Posting Behavior
Content style and format preferences
Mixed
Balanced content approach
69.3%
Original
9.7%
Replies
20.4%
Retweets
0.6%
Quotes
0.0%
Threads
0.3%
With Media
93.2%
With Links
63.4%
With #Tags
54.8%
With @Mentions
33.9%
With Emojis
177
Avg Length
Audience Reaction Profile
Broadcast
Focuses on original content over replies
0.14
Reply/Original Ratio
0.03
Quote/RT Ratio
Posting Rhythm
Highly Bursty
Posts in concentrated bursts
85.5%
Weekday Posts
14.5%
Weekend Posts
Top Hashtags
Most Mentioned
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Content Strategy Analysis
Based on 3,249 tweetsContent Type Distribution
Content Breakdown
What This Reveals About Their Strategy
This is a content-creator focused account that primarily shares original thoughts, ideas, and media. With original content dominating their feed, they position themselves as a source of new information rather than a curator. This strategy works well for establishing thought leadership.
The 664 retweets (20% of activity) show they also amplify content from others, which helps build relationships with other accounts and provides value to followers by surfacing relevant content.
Posting Patterns & Optimal Timing
Based on 3,249 tweetsEngagement by Hour (UTC)
Posting Frequency Over Time
Timing Insights
Understanding when an account posts and when their audience is most responsive provides valuable competitive intelligence. The charts above show when this account's content receives the most engagement, which often correlates with when their specific audience is most active on the platform.
Peak posting times vary significantly based on an account's audience demographics, timezone distribution, and content type. Accounts with global audiences often see engagement spread across multiple time windows, while those with regional focus may have more concentrated peaks.
Audience Demographics
Based on 50,000 followersThe audience is likely marketing professionals, agency workers, and media enthusiasts. They are interested in industry trends, creativity, and business strategies.
Good
Audience Quality
18.9%
Suspicion Index
20.5%
Low-Quality %
84
Median Reach
Audience Quality Signals
Lower percentages indicate healthier, more authentic followers.
25.7%
Empty Bio
22.7%
<10 Tweets
14.5%
Mass Following (>2K)
0.0%
New (<90 days)
33.8%
Low Ratio (<0.1)
0.0%
New (<180 days)
63.5%
No URL
15.4%
<3 Tweets
Free Mode Analysis: These quality metrics use heuristic signals (empty bios, low tweets, suspicious ratios). For ML-powered bot detection with 95%+ accuracy, use our dedicated tool.
Try Bot DetectorFollower Reach & Influence
This account's followers have their own audiences, creating potential for secondary amplification.
116,793,829
Total Potential Reach
84
Median Follower Reach
372
75th Percentile Reach
12.2%
>1K followers
1.8%
>10K followers
0.5%
>50K followers
0.3%
>100K followers
Creator vs Consumer Split
Classification based on tweet activity: Creators (>100 tweets), Consumers (10-100 tweets), Dormant (<10 tweets).
57.7%
Creators
28,827 accounts
19.6%
Consumers
9,800 accounts
22.7%
Dormant
11,373 accounts
Follower Influence Distribution
How many followers do their followers have?
Follower Account Age
How long have followers been on Twitter?
Geographic Distribution
Top locations where followers are based (from those who share location data):
1,017
Verified Followers
1.01% of total
8,929
Protected Accounts
8.84% of total
9 years
Avg Account Age
of their followers
Notable Followers (By Influence)
Top accounts following this user, sorted by their follower count:
| Username | Followers | Profession | Interests |
|---|---|---|---|
| @VancityReynolds | 21,329,392 | Actor | gin, mobile, soccer |
| @JohnCena | 14,100,279 | Wrestler | Wrestling, Motivation, Self-promotion |
| @piersmorgan | 8,465,133 | Journalist | quotes, media, controversy |
| @Lord_Sugar | 5,201,890 | Entrepreneur | business, entrepreneurship, technology |
| @McDonalds | 4,764,938 | Fast Food | Fast Food, Grimace, Friendship |
| @MercedesAMGF1 | 4,689,472 | Formula 1 Team | Formula 1, Performance, Champions |
| @DesignMuseum | 4,095,309 | Museum | design, contemporary design, visit |
| @WFP | 2,072,761 | Humanitarian | Humanitarian, ZeroHunger, NobelPeacePrize |
| @6BillionPeople | 2,034,423 | - | - |
| @erwanheussaff | 1,518,229 | Influencer | food, travel, fitness |
Top Keywords in Follower Bios
Top Hashtags in Follower Bios
74,118
Followers With Bio
26,876
Followers Without Bio
73.39%
% With Bio
26.61%
% Without Bio
Why Audience Demographics Matter
Understanding who follows an account reveals the type of influence they hold. Accounts followed primarily by users with few followers indicate broad, mainstream appeal. Those with many high-follower followers have greater potential for content amplification through secondary sharing.
Account age distribution also tells a story: a follower base with many new accounts might indicate recent viral growth, while established followers suggest long-term, stable influence. Geographic data helps understand the cultural context and timezone spread of the audience.
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Buy Tweets - from $15Viral Tweets
Top 5 by likes+RTs from 3,249 analyzed70,603
Combined Engagement
634
Total Likes
69,969
Total Retweets
14,121
Avg per Tweet
Key Metrics for Viral Tweets
0%
With Media
60%
With Hashtags
100%
With @Mentions
100%
With Links
Topical Analysis:
RT @pattymo: RIHANNA LOOK OUT https://t.co/WU6gwLCa6y
RT @scottygb: WE NOW CROSS LIVE TO THE LETTUCE. https://t.co/6KyEtRFXTi
How can advertisers prevent ad fraud? 🐀🚫 As part of The Drum Open Mic's Ask an Expert series, we asked @Vera_Views' Dan Hodgson for an answer in 30 seconds or less 🎤⏱️ #AdFraud | #Advertising #MarketingInsights https://t.co/e7yEbzVA86
Don't fu*k the planet says @LiquidDeath Mountain Water with the help of porn star @CherieDeVille You won't want to miss this 👀 #earthmonth #porn #liquiddeath #drinks https://t.co/zJUs8sK5hS
⚽@BrewDog has announced itself as the anti-sponsor of the Qatar 2022 World Cup? 👉https://t.co/oM6tNte2Y9 What do you think of this punk protest? #Marketing #Advertising https://t.co/7COyCywY4k
Key Insights & Takeaways
The content often highlights controversial or thought-provoking topics, such as ad fraud and ethical marketing practices. The account frequently collaborates with influencers and industry experts to provide in-depth analysis. It uses trending topics and hashtags to increase visibility and engagement.
Strengths
- + Established follower base of 229,200
- + Strong original content creation
- + Active presence with consistent posting
Opportunities
- ~ Optimize posting times for peak engagement windows
- ~ Analyze top-performing content for replicable patterns
- ~ Leverage geographic concentration for targeted content
- ~ Explore collaboration potential with followed accounts
Summary
This analysis of @TheDrum reveals an growing Twitter presence with 229,200 followers. The account demonstrates a content-creator strategy, averaging 25.2 engagements per tweet. Key strengths include consistent posting and an engaged audience, with opportunities to further optimize timing and content strategy based on the patterns identified in this report.
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