A few years ago, words like Twitter, tweet, hashtag, and retweet were part of a dictionary of a limited number of people on social media. But today, the social network, with 140 million active users who make 340 million tweets per day, has established itself as a key player in the social space.
Buddy Media and global research company Booz and Co, submitted a report according to which, 2.77% of marketers call Twitter one of the three highest priority social platforms. 78% of users interact with brand tweets in the form of retweets, and only 2% of participants leave the answers that form the basis of the conversation.
From December 2011 to February 2012, Buddy Media analyzed the activity of users with the largest brands on Twitter. We present to your attention a small tweet cheat sheet based on the results of the study:
Weekends are good for relaxing and tweeting
User engagement on Twitter brands is 17% higher on Saturday and Sunday compared to weekdays. But brands do not take advantage of this. Only 19% of all branded tweets are published on weekends, spending time posting on Wednesdays and Thursdays when engagement is lowest.
The key to success is content planning. Use various auto-posting tools to tweet on weekends, even if no one is in the office.
The best days for tweets depend on the field of activity
Clothing Brands and Fashion: Perfect Time – Saturday and Sunday
Although follower engagement is highest for the industry on weekends, only 12% of brands tweet on Saturday and Sunday. In fact, weekends bring a 30% higher engagement rating than the average rating for this industry, and Thursday has the lowest participation rating.
Entertainment: Key Days – Sunday and Monday
Compared to the rest of the week, tweets published by entertainment brands on Sunday and Monday receive a 23% higher engagement rate than the average, and on Thursday the lowest.
Media Companies: Saturday is the best day
Publishing brands are often unable to interact with followers on Saturdays. User engagement on Saturday is 29% above average. Perhaps users want to know the news and events over the past week. However, only 7% of publishing brands tweet these days.
Sports: Tweet on weekends, especially when big games are taking place.
Unsurprisingly, people are much more likely to interact with sports brands on Twitter over the weekend (52% more than on workdays).
Monday is in third place in terms of interaction activity. This reflects the fact that most sporting events are held on weekends, and they are actively discussed on Monday. However, only 9% of brands tweet on Saturday.
Tweet when followers are busy
When brands tweet during the so-called “peak hours” ( from 8 a.m. to 7 p.m. ), they get 30% more engagement than during free hours (from 8 p.m. to 7 a.m.). This even applies to tweets posted on weekends.
Twitter is a source of real-time news, so followers use this social network to be the first to be in the know. Fortunately, brands succeeded here, and 64% of them tweeted at that time.
When free – post to Facebook
While Twitter’s highest user activity is evident at peak hours, Facebook is showing the opposite trend. On Facebook, messages in “free time” (from 8 pm to 7 am) interact 17% more than during peak hours. This is because messages in the Facebook feed can remain at the top of the user's news feed, even if he has not visited the social network all day.
On Twitter, a huge number of new tweets quickly squeeze one another out of sight, making it difficult to find them if you don't regularly follow them throughout the day.
Plan the schedule and frequency of your tweets
Tweet more often in the days and times that are best for you, but do not overdo it. There is an inverse relationship between daily publication frequency and engagement. Optimal – tweet four times a day, no less.
Tweets work better when they are short. Are you disappointed that only 140 characters are available to you? In fact, you need to write even less! Messages with less than 100 characters have a 17% higher engagement. In addition, by leaving little space on Twitter, you allow followers to add their own text when replying.
Links attract more retweets
A link with a short tempting description gives followers an irresistible urge to click. Messages containing a link receive 86% more retweets than without them.
But the interaction dies when the links are broken. Check links: 92% of them may be inactive, forcing users to copy and paste the link into the browser.
Use the hashtag and watch how engagement grows
Tweets using # hashtags double the user's engagement on tweets. However, only 24% of branded tweets contain hashtags.
But do not abuse them! Not more than 1-2 in the message. Such tweets get 21% more engagement compared to those who use more hashtags. When using more than two hashtags, a 17% drop in engagement is noted.
Despite the fact that followers cannot immediately see the image, like on Facebook, the regular publication of pictures increases user engagement by 2 times.
Ask for retweets
Sometimes it’s enough just to ask your followers to retweet the message. Of course, you should not do this very often, but such messages receive 12 times more retweets.
Retweeting is an easy and very effective way to get ahead of your competitors on Twitter. However, only 1% of brands use this opportunity.
At the same time, the appeal made in full: “RETWEET”, is shared 23 times faster than with the abbreviation “RT”.
Tweet cheat sheet as above:
- Use Facebook and Twitter to constantly interact with Twitter followers during “peak hours” (7 am – 8 pm), but Facebook posts during “free time” (8 pm – 7 am).
- Tweet four times a day, no less.
- Use less than 100 characters in your message.
- Add Twitter links to boost retweets.
- Make sure clickable links.
- Use hashtags in your tweets, but no more than two in each post.
- Use pictures to increase engagement.
- Use calls to action: write Retweet rather than RT. This increases the chances of retweets.
Twitter is a great opportunity for brands to quickly and easily engage a huge audience in two-way communication. Let this cheat sheet help you better understand and use Twitter effectively to interact with your followers.