The Retweet Report. TrackMaven Retweet Report

Transcription

1 The Retweet Report

2 History of a Retweet Twitter Launches July 15, 2006 t Retweets, as a feature, rolled out to a limited group of users November 9, 2009 w The first ReTweet was attributed to Eric Rice April 18, 2007 Retweets launch to everyone November 19, 2009

3 In this report I. Scheduling When is the best time to get Retweets? II. Structure and Link Positioning III. Visuals Retweets and Pictures IV. Language CTAs,!s, and Uppercase Characters V. Power Players Who Retweeted it Better? Justin Bieber vs. Barack Obama

4 We analyzed 1,423 Twitter Accounts 1.7 Million Tweets Limited accounts with over 1K followers Normalized Retweets per 1K followers

5 I. Scheduling

6 Tweet Frequency by Day of Week Tweets are sent out at a higher frequency during the week and drop off towards the weekend. Thursday shows a slightly higher percentage of tweets at 17.4%, but it s not much higher than Tuesday or Wednesday both at 17.2%.

7 Average Retweets by Day of Week Although more tweets are sent out during the week, the average retweets by day of week are higher on weekends. Tweets on Sunday receive on average retweets.

8 Tweet Frequency by Time of Day Peak frequency hours are during the work day with a slightly higher frequency at 12-1pm ET representing 8.01% of all the tweets sent out during the day.

9 Retweets by Time of Day There is a higher frequency of tweets during business hours; however, tweets gain the most retweets after work hours. Tweets sent out from 10-11pm receive retweets on average.

10 II. Structure

11 Retweets by Number of Hashtags Using more hashtags increases the likelihood of retweets. 5 hashtags in a tweet on average gets retweets vs. using zero hashtags results in an average of retweets.

12 Retweets by Number of Mentions The higher the number of mentions in a tweet initially results in a positive relationship in the average number of retweets. With 6 mentions (@s) there is on average retweets with a steady decrease after that point.

13 Retweets by Position of Link The link position in a tweet affects the CTR; yet, is there a relationship in the number of retweets it gets? Positioning a link 90% of the way through your tweet has on average 0.2 retweets.

14 III. Visuals

15 Retweets with Pictures A tweet without a picture receives retweets, but a tweet with a picture receives on average retweets.

16 Retweets by Picture Usage Before and After Picture Preview Picture previews on timelines were introduced by Twitter on October 29th, 2013 and it only increased the likelihood of retweets with pictures. Post-preview picture tweets receive on average retweets.

17 IV. Language

18 CTA Terms What s the difference between using Retweet and RT? Spelling out the entire word Retweet in your tweets receives on average 1.88 retweets. Using please will gather 0.32 retweets on average and now produces on average 0.17 retweets.

19 Exclamation Marks Using 6 exclamation marks in a tweet doesn t just yield high emotion, but also produces an average of retweets. And then using up to 9 exclamation marks produces average retweets!!!!!!!!!

20 UPPERCASE IS A TWITTER USER MORE LIKELY TO RETWEET YOUR TWEET IF IT S IN ALL CAPS? For tweets in all caps, they receive 0.8 retweets on average vs. tweets with a 0.1 ratio receive on average only retweets.

21 V. Power Players

22 Who retweeted it better? Justin Bieber vs. Barack Obama There is a relationship between the average retweets and the total number of followers. However, the outliers in this graph present the most interesting numbers and a different relationship. Justin Bieber heralds in 46,802,957 followers and Barack Obama is behind with 39,613,288 followers. Bieber wins with 67, retweets on average while Obama has 1, retweets on average.

23 Conclusion and Key Findings CONCLUSION With a retweet you are sharing the words of another person, brand, or influencer; however, to get to that resonating point it requires more than just a 140 character limit.! Replying to someone has a conversation level or favoriting shows some type of support, but retweeting has a more emotional connotation.! More retweets happen with exclamation marks, pictures, or uppercase letters showing that if you want someone to help amplify your content you have to get a little emotional. Key Findings Retweets happen after hours Spell out Retweet People will Retweet your picture USE MORE UPPERCASE &!!!!!!! More Followers does not always equal more Retweets!!