HOW TOP MARKETERS USE TWITTER A Q3 2014 SIMPLY MEASURED STUDY
Simply Measured Q3 2014 Twitter Study
Jun 30, 2015
A comprehensive benchmark look at the Interbrand 100 on Twitter, how brands are finding success, which tactics work, and how audiences have grown and engaged over time.
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HOW TOP MARKETERS USE TWITTERA Q3 2014 SIMPLY MEASURED STUDY
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
Shar
e of
Inte
rbra
nd 1
00 B
rand
s
100%
80%
60%
40%
20%
0%Reply Avg. Less Than
1 Reply per DayDon’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
ABOUT SIMPLY MEASURED
Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place.Find out more at simplymeasured.com
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Simply Measured Q3 2014 Twitter Study
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