Twitter is becoming a very popular media for generating exposure for businesses. A lot of businesses are taking advantage of its ability to connect users and allow them to transfer information instantly. They are also utilizing its social function by trying to tap into their existing followers’ social networks and spreading their business’ name through the online consumer world. It could be a very beneficial strategy for marketing, if it’s used properly.
When you’re using Twitter to promote your business, knowing these three things can be the key to success for your campaign:
1. How you get your tweets re-tweeted
2. How you get the highest click-through-rates for your links
3. How often you should tweet to keep your customers’ attention.
If you find a way to perfect these three elements, your Twitter marketing tactics will be very successful, but timing plays a significant role for each piece of the Twitter puzzle. Knowing when the best time is to post your tweets could be the most effective way to complete these three objectives.
Timing and Re-tweets
According to social media scientist, Dan Zarella of Hubspot, the time at which you release your tweets could actually influence whether or not your users re-tweet the information that you have presented to them. After studying hundreds of millions of re-tweets, he has concluded that the highest re-tweet rates usually occur later in the day. Re-tweet rates increase steadily after 11:00 a.m., they peak between 5:00 p.m. and 6:00 p.m. and then start to decline after that. That is why it is best practice to release your tweets in the afternoon or early evening. Not only can the time of your tweet have an impact on its re-tweet rate, the day that you post the tweet can also be a major factor. It was found that the later in the week you tweet your information, the higher the chances are that your followers will re-tweet it. This includes weekends. Weekends have a very high re-tweet rate.
A lot of businesses are using sites like Bit.ly and TinyURL.com to shorten links so that they can include them in their tweets. This is a great way to minimally assist your linking efforts, but usually businesses are trying to include links to improve their incoming traffic. The amount of users that follow the link you posted to the destination you designated is called the click-through-rate (CTR). A click-through is a good indicator that your followers found the information that you have posted interesting enough to follow a link that you have provided. They can notify you how many users are actively researching your business and they can also tell you what type of tweets attract the most attention.
Although there might not have been a large enough variation through the course of a day to really distinguish an “ideal” time to launch a tweet, if you are interested in getting click-throughs, one piece of information that is very interesting is that users will click-through on the weekends as much as they will anytime during the week, but because average users tend to be less busy during the weekend when they are checking their newsfeeds, you have a higher chance of your followers giving your link more attention. This means they might more aggressively explore the link you have provided for them and really think about the information that your link represents.
A lot of businesses don’t realize that the frequency of your tweets could also have an impact on the amount of followers that you have. Oftentimes, businesses tend to be timid about sending too many tweets in one day. The reason for this is because they don’t want to over expose their message to their followers by forcefully taking over their newsfeeds. Keep in mind that your followers could be following a substantial amount of other twitter accounts that are active. Your business will not be the only one contributing to your followers’ newsfeeds. Also keep in mind that your followers are following you because they pre-qualified themselves as users who are interested in learning more about your business. If they didn’t want to know about your company, they would have chosen to stop following you.
With that being said, it was found that accounts that tweeted up to 22 times per day had a lot more followers. The trend increases until it peaks at 22 tweets a day, then it declines. This means that you shouldn’t be wary about overloading your followers with information. Again, they decided to follow you because they are interested about what is going on with your business. Provide them with the information they are looking for and your Twitter marketing campaign could see excellent results.
At Prager, our digital marketing experts can manage your Twitter account to get you the most followers. Click here for more information about our social media consulting.