As a marketer, do you think you’re a master Tweeter? Unfortunately, a new study from Buddy Media found that you are likely tweeting too much on the wrong days, not using hashtags enough and not directly asking followers to retweet (which will dramatically increase your retweets!).
According to the research, which looked at 320 Twitter handles from major worldwide brands from December 11, 2011 to February 23, 2012, engagement rates for brands are actually 17 percent higher on the weekend compared to weekdays. However, a mere 19 percent of brands’ tweets are actually on the weekend – an obvious disconnect.
Tweets that kept to 100 characters or less received a 17 percent higher engagement rate than other longer tweets. Research found that tweets with links included have an 86 percent higher retweet rate than those without links – wow!
Another huge engagement booster? A tweet with a hashtag, which gets twice the engagement of those without. Only 24 percent of tweets during this study used hashtags. Be careful not to abuse the hashtag, though, as there’s an average of 17 percent drop off in engagement with tweets that have three or more hashtags.
Believe it or not, simply asking followers to “RT” gets you a 12x higher retweet rate than if you don’t ask. Even more surprising if you spell “retweet,” the number goes to 23x higher! It’s a simple concept, but clearly very effective.
Some interesting lessons for marketers across the board. It’s important to understand your audience and tailor not just your message, but your communication method, to their needs. If you’d like to read more of the findings, check out this Mashable article.