98 of the Interbrand 100 brands were active on Twitter as of Q4 2013 and 92% of those tweeted at least once per day during the period, according to a new study from SimplyMeasured. The average Interbrand company on Twitter posted 12 tweets per day, with that figure including all retweets and @replies. While a plurality 42% posted 1-5 tweets per day, the overall average was boosted by the 31% posting more than 10 tweets per day.
By comparison, only 4% of the Forbes 100 Best Small Companies average more than 10 tweets per day, with a majority 56% averaging less than one per day. That’s still better than the average individual using Twitter: one analysis found only 1% of users to be active during each of the 39 days of the study period.
A separate report released last year by Brandwatch that selected a sample of 253 top brands around the world (such as Dell, NBA, and Facebook) found that 57% tweeted 30 times per week or more during the study period.
The SimplyMeasured study reveals that among the Interbrand 100 companies on Twitter, a sizable 17% have more than 1 million followers. So while 40% have less than 100,000 followers, the average number of followers among active Interbrand 100 accounts is roughly 870,000. By comparison, a recent study from SimplyMeasured found that 19% of top brands on Instagram (a much newer platform for top brands) have more than 100,000 followers.
Brand engagement on Twitter is driven by those with the largest follower counts. The top 20% of active brands (by follower size) accounted for 56% of all engagement, measured by @replies, mentions, retweets and favorites. That’s because those top brands are seeing more than 200 engagements per tweet, on average, compared to just 16 per tweet for brands with less than 100,000 followers.
While audience size appears to correlate with engagement rate, tweet frequency does not. However, tweets with 2 or more links perform far better than the average in terms of engagement rate. That ties directly to the use of pictures with links in the tweet copy: pic.twitter.com links average 210 engagements per tweet, far higher than any other link type; because these pictures also show a link, these tweets are counted as having two links in them. (Other studies – such as this one – similarly show that tweets with images have higher engagement rates.)-MarketingCharts
- Among Interbrand 100 companies active on Twitter, 61% of posted tweets are replies, while 31% are brand tweets and the remaining 7% retweets.
- Engagement with brand tweets is primarily the province of retweets (47%) and favorites (44%).
- The top 10 brands by engagement account for 60% of total engagement compared to 38% of the total audience.
- The top brands averaged 20% follower growth on a quarterly basis. There appears to be low correlation between follower growth and tweet frequency.
- 9 in 10 brands reply to tweets from individual users.