While no longer a primary social platform for an individual to individual engagement, Twitter still provides high value to businesses using it as a marketing tool. With most users utilizing Twitter to follow and engage with companies, brands can take advantage of their audience with an intentional strategy based on how users engage on the platform. Based on the latest research, the below infographic breaks down how users interact with the social platform in regards to cost, access, strategy, content, and engagement.
Let’s Analyze The Infographic
How Brands use Twitter
- 46 percent of users follow brands over individual people
- Weekend use increases 17 percent
- 64 percent of users are more inclined to make a purchase from brands they follow
- Twitter attributes to 36 percent of all marketers landing new customers
What initially started as another means of personal social interaction has turned into one of the primary methods brands use to communicate with their customers. According to the latest research, nearly 50 percent of users rely on Twitter to follow companies and brands rather than individuals. This research also reveals 64 percent of users are more likely to make a purchase from the companies they follow versus a company they don’t. Furthermore, over 35 percent of marketers utilizing Twitter have acquired new customers through the social platform.
The Cost of Ads on Twitter
- Twitter ads cost 6 percent more than Facebook ads, but results in 8-24 percent higher CTR
Twitter advertising costs are on the higher end of social media marketing, averaging as much as six times higher in price than its Facebook competitor. However, the CTR (click through rate) is 8-24 times higher, making it the most cost-efficient platform on which to advertise a business.
The Use on Mobile Devices
- 63 percent of users access the site or app via mobile device
- Commute time attributes to 181 percent of Twitter use
Unsurprisingly, most users access the app on their mobile phone or tablet. Over 60 percent of users prefer this method of access. Statistics also reveal these mobile users are nearly 200 percent more likely to check the app during their commute, telling the social platform is most used to pass the time during a period of waiting.
- Asking for a retweet increases retweets by 12 times. Using the word “retweet” increased that stat to 23 times
- Using calls to action such as “download” increases clickthroughs by 13 percent; posts about “Twitter” increases clickthroughs by 22.5 percent
Ask and you shall receive. The stats show users who ask for a retweet are 12x more likely to receive the retweet than those who don’t. Those stats increase to 23x for users who blatantly use the word “retweet.” For other calls to action, using action words such as “download” or “click here” increase interactive activity by more than 10 percent, and posts about “Twitter” bump that up to over 20 percent.
The Best Content
- Adding a link to a tweet increases retweet possibilities by 86 percent
- Adding an image to a tweet increases engagement by 2 times
- Image tweets average an 18 percent clickthrough rate, 150 percent more retweets, and 89 percent more likes
According to the research, tweets including links to additional material increase their retweet value by 86 percent. Similarly, tweets with images receive double the engagement of tweets without images. Statistically, tweets with pictures included get a 18 percent higher CTR, nearly 90 percent more likes, and an impressive 150 percent more retweets.
Generating Engagement with Tweets
- The best time to post on Twitter is between 10 and 11 pm, according to research analyzing 1.7 million tweets
- Most tweets are ignored; only 23 percent receive replies
- Hashtags increase engagement by 2 times
On social media, timing is everything. Twitter’s peak retweet hours are between 10 and 11 pm. Additionally, only 23 percent of tweets actually get a reply. Most tweets are ignored. Hashtags still hold value on Twitter, doubling user engagement for tweets with hashtags versus tweets without hashtags.