The value of your business’ content is measured in eyeballs -- the more people see your witty tweets, the more chance there is for them to drive awareness and sales. That’s elementary. But exactly how to produce shareable content is anything but obvious.
You could drown in all the advice out there. From detailed scientific guides to personal experiments on double tweeting and a host of tech tools that claim they can help you fine tune your tweeting schedule, business owners looking for social media best practice could spend days trawling through all the expert advice that’s out already available. Which suggests that the state of the art is very much in flux.
Your audience is unique to your business (Are they tightly clustered around your physical location or spread around the world? Are they enterprise clients stuck at their desks all day or forest rangers unlikely to see a screen before they clock out? Do you sell gag gifts or security services?) so no one source or suggestion is likely to be definitive. But what all these sources can offer are variables with which to experiment.
Which is exactly business owners can get out of a new analysis of 1.7 million tweets from accounts with 1,000 followers or more by TrackMaven, a platform that provides analysis to digital marketers. What did this massive trawl through tweets suggest you should try?
More Boredom = More Retweets
TrackMaven’s numbers suggest that people actually aren’t most inclined to retweet at work. Instead retweeting peaks during off hours when poeple have more free time. "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 0.168 retweets," the analysis found.
During the work week, lunch time saw the most retweet. |Peak frequency hours are during the work day with a slightly higher frequency at 12-1pm ET representing 8.01 percent of all the tweets sent out during the day," TrackMaven discovered, while overall people are most inclined to retweet later in the evening: "tweets gain the most retweets after work hours. Tweets sent out from 10-11pm ET receive 0.194 retweets on average."
Tweet Like a Teen
Don’t be afraid of showing your emotion using tactics the average 14-year-old would be comfortable with, TrackMaven’s numbers suggest. Up to nine exclamation marks actually increased the chances of retweeting. “Using 6 exclamation marks in a tweet doesn’t just yield high emotion, but also produces an average of 0.299 retweets. And then using up to 9 exclamation marks produces 0.484 average retweets!!!!!!!!!” the report notes, illustrating its advice. Using all caps also upped the chances a tweet would be shared.
A Picture Is Worth Triple the Retweets
Adding a picture to your tweet increased the likelihood that it would be retweeted more than threefold, TrackMaven found: "a tweet without a picture receives 0.133 retweets, but a tweet with a picture receives on average 0.404 retweets." Twitter’s new picture previews only increased the effectiveness of tweeting pictures, upping the retweet average to nearly 0.5.
Have you found anything else that increases your number of retweets?