[December 11, 2014] |
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Stone Temple Consulting Twitter Study Analyzes over 4 Million Tweets
A study released today (https://www.stonetemple.com/twitter-engagement-umasked)
by digital marketing agency Stone Temple Consulting reveals that using
images in tweets has an even more powerful impact on engagement than
previously thought. However, in contradiction to some previous studies,
the Stone Temple analysis found that time of day has very little effect
on the likelihood of being retweeted. The study examines over 4 million
tweets, making it one of the largest Twitter (News - Alert) studies to date.
Stone Temple's study also segments the data in ways not heretofore
included in published Twitter studies. The study looks at tweets in
terms of the social authority of the Twitter account, as well as by
language groups.
Impact of media tweets: While other studies have confirmed that
tweets that include embedded media (images or videos) get more
engagement, the Stone Temple study showed that such tweets generate more
than double the retweets and favorites of text-only tweets.
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Retweets: 68% of tweets with media are retweeted vs. 30% of text-only
tweets.
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Favorites: 74% of tweets with media are favorited vs. 38% of text-only
tweets.
Moreover, while high authority accunts certainly get far more
engagements than lower authority users, the effect of media tweets is
actually more profound for lower authority accounts. Low authority
accounts get 2.3 to 2.7 times more engagement for media tweets, whereas
high authority accounts get 1.0 to 1.3 times more engagement.
Impact of time of day: Perhaps one of the more surprising
findings of the Stone Temple study was that the time of day in which a
tweet is posted has little significant effect on the likelihood of being
retweeted. The percentage of tweets getting retweeted varies from only
35% to 37% throughout a 24-hour period.
Impact of hashtags: The study found that inclusion of hashtags in
a tweet increases the likelihood of it being retweeted, but less so than
media in the tweet. 49% of tweets with hashtags are retweeted, versus
32% of those with no hashtags.
Impact of links: Having at least one URL link in a tweet also
increases the likelihood of being retweeted, but less so than for media
or hashtags. The Stone Temple study found that 43% of all tweets with a
link get retweeted, while 33% of those without a link receive that
engagement.
Complete Study Results: https://www.stonetemple.com/twitter-engagement-umasked
About Stone Temple Consulting: Stone Temple Consulting is a
leading digital marketing agency, providing consulting on search engine
optimization, content marketing, social media marketing, and search
engine penalty recovery to primarily Fortune 500 companies.
Twitter: @StoneTemple | Blog: http://www.stonetemple.com/blog
| LinkedIn (News - Alert): https://www.linkedin.com/company/stone-temple-consulting
| Google (News - Alert)+: http://google.com/+StoneTemple
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