Marketing to Women: A Twitter Photo is Worth a Thousand Retweets
March 25, 2014 § Leave a comment
For those of us watching the Oscars this year, we know that this little selfie set a new retweet record. In just a matter of minutes, the Ellen tweet had 1.9 millions retweets and even crashed Twitter for a moment. The previous record was 778, 801 for President Obama’s “Four more years.”
But what about that Tweet made it so special? I mean, other than Brad Pitt, Angelina Jolie, Bradley Cooper, Kevin Spacey, Meryl Streep, Ellen and that cutie Jennifer Lawrence. Seems it was because it was a star-studded photo.
Why do some tweets have higher engagement? Twitter did a study of its own to find out what makes some tweets so popular. Looking at more than 2 million Tweets sent by thousands of verified users across different fields over the course of a month, Twitter determined that the addition of hashtag, a number or stat, a quote, a video or a photo increased the effectiveness of the tweet. So it seems that a Twitter Photo is worth a Thousand or maybe a Million Retweets!
Overall, the most effective tweet components across all verified accounts were:
Photos, which averaged a 35 percent boost in retweets.
Videos, which got a 28 percent boost.
Quotes, which received a 19 percent boost in retweets.
A number or stat, which received a 17 percent bump in retweets.
Hashtags, which garnered a 16 percent boost.
The overall effectiveness of different elements vary across various categories. The chart below shows the effectiveness of photos for news, but in television it might be a quote or a video url. However, the premise is that tweets need an enhancement to make them shareable.