twitter today 2015 - how brand should use twitter today
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ABOUT TWITTER
Simply Measured Q3 2014 Twitter Study Source: Twitter
284 millionmonthly active users
500 millionTweets sent per day
are on mobile80% of users
98% of the Interbrand 100have a Twitter account.
94% of brands tweeted atleast once per day in Q3 2014.
98%
94%
INTERBRAND 100
Simply Measured Q3 2014 Twitter Study
49% of brands tweeted 1-5 times per day, up from 45% in Q4 2013.
BRAND ACTIVITY
Simply Measured Q3 2014 Twitter Study
Shar
e of
Inte
rbra
nd 1
00 B
rand
s
Number of Tweets Sent per Day
50%
40%
30%
20%
10%
00
Tweets
4%
49%
16%13%
4% 3%
9%
1-5 Tweets
6-10 Tweets
11-15 Tweets
16-20 Tweets
21-25 Tweets
25+ Tweets
@Replies accounted for 70% of brand Tweets. This was up from 61% in Q4 2013.
BRAND INTERACTION
Simply Measured Q3 2014 Twitter Study
Regular Tweets RetweetsReplies
Q4 2013 Sent Tweets by TypeRegular Tweets RetweetsReplies
Q3 2014 Sent Tweets by Type
61%
31%
8%
70%
24%
6%
49% of brands replied
to at least one Tweet
per day. This was up
from 46% in Q4 2013.
BRAND INTERACTION
Simply Measured Q3 2014 Twitter Study
Sh
are
of
Inte
rbra
nd
10
0 B
ran
ds
100%
80%
60%
40%
20%
0%
Reply Avg. Less Than
1 Reply per Day
Don’t Reply
Share of Brands That Reply to Followers
8%
51%
90%
Photos made up 45% of sent Tweets, but accounted for 51% of all engagement.
PHOTOS
Simply Measured Q3 2014 Twitter Study
60%
50%
40%
30%
20%
10%
0%
Share of Sent Tweets Share of Engagement
Share of Twitter Activity and Engagement by Tweet Type
Photo Link Text Video
pic.twitter.com links accounted for 14% of all sent links.
VISUAL CONTENT
Simply Measured Q3 2014 Twitter Study
Num
ber o
f Sen
t Tw
eets
Avg
. Eng
agem
ent p
er T
wee
t
16K
14K
12K
10K
8K
6K
4K
2K
0
1,600
1,400
1,200
1,000
800
600
400
200
0
Top Tweeted Link Types
pic.tw
itter.
com
bit.ly
yout
ube.c
om
vine.c
o
instag
ram.co
m
faceb
ook.com
pinter
est.c
om
tumblr.c
om
Regular Tweets Avg. Engagement
1,194
1,522
256
53 61
205
102 78
Tweets with Hashtags saw 23% more engagement than Tweets without them.
HASHTAGS
Simply Measured Q3 2014 Twitter Study
Avg
. Ret
wee
ts a
nd @
Repl
ies
250
200
150
100
50
0
No Hashtag Contains Hashtag
Impact of Hashtag Use on Active Engagement
Twitter’s timeline is organized in reverse chronological order, a delivery system that has not changed since the product was created eight years ago and one that some early adopters consider sacred to the core Twitter experience. But this ‘isn’t the most relevant experience for a user,’ Noto said. Timely tweets can get buried at the bottom of the feed if the user doesn’t have the app open, for example. ‘Putting that content in front of the person at that moment in time is a way to organize that content better.’
Twitter CFO Anthony Noto talked of a new Twitter algorithm in this statement to the Wall Street Journal:
This algorithm will deliver ‘the most engaging’ tweets from people you follow.
With “While you were away…” feature. Twitter not seem to real-time anymore
App CardThe App Card is a great way to represent mobile applications on Twitter and to drive installs. We designed the App Card to allow for a name, description and icon, and also to highlight attributes such as the rating and the price.