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Social Engagement Benchmark Report for Twitter

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In this Social Engagement Benchmark Report, we analyzed data from more than 3 million Twitter messages to present today’s most complete portrait of Twitter messaging performance.

Among the key findings:
- Twitter engagement is highest on Sundays—the day with the fewest brand tweets.
- Twitter users gravitate towards photo-inclusive tweets. Brands tweet photos only 8% of the time, although consumers are more than twice as likely to retweet a photo tweet.
- In 2013, companies saw an average 43% increase in Twitter followers.

We also segmented Twitter data by industry so you can compare your success metrics with companies most like yours. Ready to see how you measure up?

Download the full report here:
https://www.exacttarget.com/benchmark-2014/social-engagement-tw?ls=Blog&lssm=Corporate&lss=Blog.2014BenchmarkReport.Twitter&camp=701A0000000xhUEIAY&content=701A0000000xhUEIAY

Social Engagement Benchmark Report for Twitter

  1. 1. SOCIAL ENGAGEMENT BENCHMARK REPORT Metrics from 3+ Million Twitter* Messages Sent Through Our Platform *All trademarks, service marks, and trade names are the property of their respective owners.
  2. 2. Since its launch in 2006, Twitter has matured into the social network of choice for breaking news, early tech adopters, power influencers, and brands looking to engage with the growing number of Twitter users. The size of Twitter’s user base and the platform’s ability to scale globally are encouraging an increasing number of brands to build a Twitter presence, 140 characters at a time.
  3. 3. Twitter Engagement Rates per Tweet by Industry CPG Media and Entertainment Social Engagement Benchmark Report for Twitter Financial Services Retail and E-Commerce Education and Non-Profit Tech and Manufacturing Travel and Hospitality Average Replies 2.2 7.7 1.7 3.0 2.8 1.9 1.8 Average Retweets 8.8 23.6 17.1 11.5 15.3 4.0 5.6 Includes paid and organic posts
  4. 4. 39K 199K 94K 303K 47K 269K 287K Tweets Sent by Industry Consumer Packaged Goods (CPG) Media and Entertainment Financial Services Retail and E-Commerce Education and Non-Profit Tech and Manufacturing Travel and Hospitality Each icon = 10 thousand tweets. Social Engagement Benchmark Report for Twitter
  5. 5. Twitter Engagement Rates per Tweet by Month: All Industries Tweets Sent Avg Replies Avg Retweets JAN 208.8K 4.2 23.6 FEB 213.5K 3.9 19.2 MAR 245.8K 4.3 19.0 APR 245.1K 4.5 27.7 MAY 287.9K 4.9 19.5 JUN 259.8K 4.8 23.2 JUL 311.6K 3.8 26.6 AUG 358.3K 4.4 22.7 SEP 368.0K 4.7 28.1 OCT 392.0K 4.8 28.7 NOV 384.3K 4.7 29.2 DEC 367.8K 4.4 32.8 259.8K 213.5K 245.8K 245.1K 287.9K 208.8K 367.8K 384.3K 392.0K 368.0K 358.3K 311.6K Tweets Sent by Month Includes paid and organic posts Social Engagement Benchmark Report for Twitter
  6. 6. Twitter Engagement Rates per Tweet by Day of Week: All Industries Tweets Sent Avg Replies Avg Retweets SUN 350.4K 5.9 43.9 MON 566.6K 4.2 26.4 TUE 594.4K 4.3 22.4 WED 588.0K 4.2 19.6 THU 588.7K 4.2 20.5 FRI 598.5K 4.2 21.9 SAT 356.3K 4.7 26.7 598.5K 588.7K Tweets Sent by Day of Week 588.0K 566.6K 594.4K 356.3K 350.4K Includes paid and organic posts Social Engagement Benchmark Report for Twitter
  7. 7. Twitter Engagement Rates per Tweet by Time of Day (CST): All Industries Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 507.3K 5.6 34.7 4 AM - 8 AM 248.8K 3.9 29.7 8 AM - 12 PM 364.4K 3.1 18.3 12 PM - 3 PM 557.9K 3.7 20.0 3 PM - 6 PM 735.4K 4.5 22.1 6 PM - 9 PM 688.7K 4.8 23.2 9 PM - 12 AM 540.4K 4.9 27.3 688.7K Tweets Sent by Time of Day 540.4K 507.3K 735.4K 557.9K 248.8K 364.4K Includes paid and organic posts Social Engagement Benchmark Report for Twitter
  8. 8. Twitter Engagement Rates per Tweet by Month: CPG Tweets Sent Avg Replies Avg Retweets JAN 2.9K 1.5 11.4 FEB 3.1K 1.5 4.9 MAR 3.1K 2.2 6.3 APR 4.1K 2.2 7.6 MAY 3.9K 2.6 11.9 JUN 3.4K 2.2 7.4 JUL 3.5K 2.4 8.6 AUG 3.3K 2.0 10.5 SEP 3.3K 1.7 6.8 OCT 2.8K 1.6 5.0 NOV 2.8K 4.7 15.7 DEC 2.4K 2.2 9.7 3.4K 3.1K 3.9K 4.1K 3.1K 2.9K 2.4K 2.8K 2.8K 3.3K 3.3K 3.5K Tweets Sent by Month Includes paid and organic posts Social Engagement Benchmark Report for Twitter
  9. 9. Twitter Engagement Rates per Tweet by Day of Week: CPG Tweets Sent Avg Replies Avg Retweets SUN 2.2K 2.2 6.8 MON 6.8K 1.8 5.0 TUE 5.9K 1.8 8.5 WED 7.8K 2.3 9.8 THU 6.2K 2.0 9.6 FRI 7.0K 2.4 6.1 SAT 2.7K 1.9 23.0 7.0K 6.2K Tweets Sent by Day of Week 7.8K 5.9K 6.8K 2.7K 2.2K Includes paid and organic posts Social Engagement Benchmark Report for Twitter
  10. 10. Twitter Engagement Rates per Tweet by Time of Day (CST): CPG Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 4.8K 2.3 9.9 4 AM - 8 AM 2.1K 2.0 8.6 8 AM - 12 PM 3.5K 1.6 4.8 12 PM - 3 PM 6.1K 1.6 11.7 3 PM - 6 PM 9.3K 2.0 7.1 6 PM - 9 PM 8.3K 2.6 8.3 9 PM - 12 AM 4.5K 2.7 12.4 8.3K Tweets Sent by Time of Day 4.5K 4.8K 9.3K 6.1K 2.1K 3.5K Includes paid and organic posts Social Engagement Benchmark Report for Twitter
  11. 11. Twitter Engagement Rates per Tweet by Month: Media and Entertainment Tweets Sent Avg Replies Avg Retweets JAN 12.4K 7.1 21.6 FEB 13.5K 6.8 18.8 MAR 18.0K 6.8 30.8 APR 18.9K 6.6 22.8 MAY 18.7K 8.7 28.6 JUN 18.6K 8.2 25.6 JUL 17.5K 7.7 23.1 AUG 16.8K 8.1 21.2 SEP 15.7K 6.6 19.9 OCT 19.0K 7.5 24.2 NOV 14.7K 9.5 26.1 DEC 14.5K 8.8 21.0 Social Engagement Benchmark Report for Twitter 18.6K 18.0K 18.9K 13.5K 18.7K 12.4K 14.5K 14.7K 19.0K 15.7K 16.8K 17.5K Tweets Sent by Month Includes paid and organic posts
  12. 12. Twitter Engagement Rates per Tweet by Day of Week: Media and Entertainment Tweets Sent Avg Replies Avg Retweets SUN 18.8K 10.3 25.5 MON 29.8K 7.9 23.8 TUE 31.0K 7.1 23.7 WED 29.9K 6.7 22.7 THU 34.0K 7.7 25.2 FRI 33.3K 6.6 18.9 SAT 21.5K 8.1 27.0 Social Engagement Benchmark Report for Twitter 33.3K 34.0K Tweets Sent by Day of Week 29.9K 29.8K 31.0K 21.5K 18.8K Includes paid and organic posts
  13. 13. Twitter Engagement Rates per Tweet by Time of Day (CST): Media and Entertainment Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 33.4K 10.6 26.8 4 AM - 8 AM 6.4K 8.6 29.6 8 AM - 12 PM 10.2K 5.0 11.4 12 PM - 3 PM 26.7K 5.8 17.3 3 PM - 6 PM 39.5K 7.9 26.2 6 PM - 9 PM 43.0K 7.4 23.6 9 PM - 12 AM 39.0K 8.1 21.7 Social Engagement Benchmark Report for Twitter 43.0K Tweets Sent by Time of Day 39.0K 33.4K 39.5K 26.7K 6.4K 10.2K Includes paid and organic posts
  14. 14. Twitter Engagement Rates per Tweet by Month: Financial Services Tweets Sent Avg Replies Avg Retweets JAN 4.4K 1.3 4.4 FEB 4.3K 1.5 4.1 MAR 5.2K 1.4 5.9 APR 6.4K 1.5 10.6 MAY 8.7K 1.9 21.2 JUN 8.0K 1.9 45.6 JUL 8.5K 2.1 24.7 AUG 8.9K 1.5 63.6 SEP 8.5K 2.1 4.3 OCT 9.6K 1.8 5.9 NOV 9.5K 1.6 9.8 DEC 11.8K 1.5 5.5 Social Engagement Benchmark Report for Twitter 4.3K 8.0K 5.2K 6.4K 8.7K 4.4K 11.8K 9.5K 9.6K 8.5K 8.9K 8.5K Tweets Sent by Month Includes paid and organic posts
  15. 15. Twitter Engagement Rates per Tweet by Day of Week: Financial Services Tweets Sent Avg Replies Avg Retweets SUN 6.1K 1.4 4.6 MON 15.3K 1.8 44.0 TUE 17.6K 1.8 33.0 WED 14.9K 1.7 8.0 THU 16.6K 1.5 5.8 FRI 17.1K 1.7 13.5 SAT 6.4K 1.5 3.1 Social Engagement Benchmark Report for Twitter 17.1K 16.6K Tweets Sent by Day of Week 14.9K 15.3K 17.6K 6.4K 6.1K Includes paid and organic posts
  16. 16. Twitter Engagement Rates per Tweet by Time of Day (CST): Financial Services Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 15.4K 10.3 24.0 4 AM - 8 AM 8.3K 8.1 25.9 8 AM - 12 PM 7.1K 4.6 10.5 12 PM - 3 PM 12.3K 5.6 15.0 3 PM - 6 PM 17.5K 7.5 20.5 6 PM - 9 PM 18.6K 6.8 20.2 9 PM - 12 AM 14.8K 7.2 17.1 Social Engagement Benchmark Report for Twitter Tweets Sent by Time of Day Includes paid and organic posts 18.6K 14.8K 15.4K 17.5K 12.3K 8.3K 7.1K
  17. 17. Twitter Engagement Rates per Tweet by Month: Retail and E-Commerce Tweets Sent Avg Replies Avg Retweets JAN 17.5K 2.8 7.7 FEB 19.5K 2.3 6.6 MAR 20.2K 2.6 7.5 APR 19.2K 2.9 8.1 MAY 23.6K 2.9 12.8 JUN 21.2K 3.8 12.9 JUL 24.0K 2.4 9.5 AUG 28.0K 3.2 12.2 SEP 25.8K 2.5 8.3 OCT 29.4K 3.3 11.5 NOV 33.1K 3.5 13.7 DEC 41.9K 4.1 27.1 Social Engagement Benchmark Report for Twitter 21.2K 19.5K 20.2K 19.2K 23.6K 17.5K 41.9K 33.1K 29.4K 25.8K 28.0K 24.0K Tweets Sent by Month Includes paid and organic posts
  18. 18. Twitter Engagement Rates per Tweet by Day of Week: Retail and E-Commerce Tweets Sent Avg Replies Avg Retweets SUN 39.8K 2.1 9.3 MON 41.9K 3.0 10.2 TUE 44.7K 3.0 13.2 WED 45.6K 3.0 11.5 THU 46.2K 4.6 13.0 FRI 48.9K 3.5 13.0 SAT 36.3K 2.5 10.1 Social Engagement Benchmark Report for Twitter 48.9K 46.2K Tweets Sent by Day of Week 45.6K 41.9K 44.7K 36.3K 39.8K Includes paid and organic posts
  19. 19. Twitter Engagement Rates per Tweet by Time of Day (CST): Retail and E-Commerce Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 40.1K 2.9 8.8 4 AM - 8 AM 24.2K 2.2 8.0 8 AM - 12 PM 34.2K 2.3 11.2 12 PM - 3 PM 47.0K 2.6 11.5 3 PM - 6 PM 59.2K 3.8 14.7 6 PM - 9 PM 53.1K 3.4 11.2 9 PM - 12 AM 45.6K 3.3 11.0 Social Engagement Benchmark Report for Twitter 53.1K Tweets Sent by Time of Day 45.6K 40.1K 59.2K 47.0K 24.2K 34.2K Includes paid and organic posts
  20. 20. Twitter Engagement Rates per Tweet by Month: Education and Non-Profit Tweets Sent Avg Replies Avg Retweets JAN 3.0K 2.7 14.4 FEB 3.0K 2.8 35.4 MAR 3.1K 3.0 16.4 APR 2.8K 2.4 11.6 MAY 4.8K 2.9 12.6 JUN 3.5K 2.8 10.3 JUL 3.5K 2.9 11.5 AUG 4.0K 2.8 9.7 SEP 4.1K 2.8 10.8 OCT 4.7K 2.9 11.6 NOV 5.4K 3.1 24.8 DEC 4.6K 2.9 14.0 Social Engagement Benchmark Report for Twitter 3.5K 3.0K 3.1K 2.8K 4.8K 3.0K 4.6K 5.4K 4.7K 4.1K 4.0K 3.5K Tweets Sent by Month Includes paid and organic posts
  21. 21. Twitter Engagement Rates per Tweet by Day of Week: Education and Non-Profit Tweets Sent Avg Replies Avg Retweets SUN 4.9K 3.0 14.8 MON 6.7K 2.7 13.3 TUE 7.8K 2.9 18.1 WED 7.7K 2.5 11.0 THU 7.4K 3.1 13.9 FRI 7.9K 2.7 21.8 SAT 4.3K 3.1 15.5 Social Engagement Benchmark Report for Twitter 7.9K 7.4K Tweets Sent by Day of Week 7.7K 6.7K 7.8K 4.3K 4.9K Includes paid and organic posts
  22. 22. Twitter Engagement Rates per Tweet by Time of Day (CST): Education and Non-Profit Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 6.1K 2.6 17.6 4 AM - 8 AM 4.0K 3.6 22.6 8 AM - 12 PM 4.7K 3.4 25.5 12 PM - 3 PM 7.2K 3.0 12.7 3 PM - 6 PM 9.7K 2.8 20.6 6 PM - 9 PM 8.4K 2.5 9.6 9 PM - 12 AM 6.5K 2.7 12.8 Social Engagement Benchmark Report for Twitter 8.4K Tweets Sent by Time of Day 6.5K 6.1K 9.7K 7.2K 4.0K 4.7K Includes paid and organic posts
  23. 23. Twitter Engagement Rates per Tweet by Month: Technology and Manufacturing Tweets Sent Avg Replies Avg Retweets JAN 10.1K 1.8 3.9 FEB 11.7K 1.7 3.7 MAR 15.8K 1.7 3.3 APR 18.2K 3.4 3.4 MAY 24.0K 2.1 4.2 JUN 21.1K 1.8 3.5 JUL 22.9K 1.7 5.0 AUG 25.8K 2.0 4.0 SEP 29.1K 1.4 4.1 OCT 33.6K 1.5 3.6 NOV 31.5K 1.5 4.1 DEC 24.9K 1.7 4.9 Social Engagement Benchmark Report for Twitter 11.7K 21.1K 15.8K 18.2K 24.0K 10.1K 24.9K 31.5K 33.6K 29.1K 25.8K 22.9K Tweets Sent by Month Includes paid and organic posts
  24. 24. Twitter Engagement Rates per Tweet by Day of Week: Technology and Manufacturing Tweets Sent Avg Replies Avg Retweets SUN 14.2K 1.8 3.4 MON 43.9K 1.6 4.1 TUE 50.3K 1.7 4.0 WED 53.6K 2.3 3.7 THU 47.7K 2.0 4.0 FRI 43.4K 1.7 4.2 SAT 15.6K 1.9 3.9 Social Engagement Benchmark Report for Twitter 43.4K 47.7K Tweets Sent by Day of Week 53.6K 43.9K 50.3K 15.6K 14.2K Includes paid and organic posts
  25. 25. Twitter Engagement Rates per Tweet by Time of Day (CST): Technology and Manufacturing Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 30.1K 1.4 3.9 4 AM - 8 AM 19.7K 1.7 3.2 8 AM - 12 PM 27.1K 1.9 3.2 12 PM - 3 PM 40.1K 1.7 4.1 3 PM - 6 PM 60.3K 2.3 4.1 6 PM - 9 PM 52.3K 2.0 3.9 9 PM - 12 AM 39.1K 1.8 4.3 Social Engagement Benchmark Report for Twitter 52.3K Tweets Sent by Time of Day 39.1K 30.1K 60.3K 40.1K 19.7K 27.1K Includes paid and organic posts
  26. 26. Twitter Engagement Rates per Tweet by Month: Travel and Hospitality Tweets Sent Avg Replies Avg Retweets JAN 17.2K 1.6 9.0 FEB 16.6K 1.6 3.8 MAR 19.2K 2.0 4.7 APR 19.8K 2.6 5.9 MAY 25.4K 1.9 7.5 JUN 25.7K 1.8 7.6 JUL 27.0K 1.7 4.6 AUG 26.2K 1.5 4.3 SEP 24.8K 1.6 4.0 OCT 26.7K 1.7 5.0 NOV 28.6K 1.6 5.2 DEC 29.8K 1.5 5.5 Social Engagement Benchmark Report for Twitter 25.7K 16.6K 19.2K 19.8K 25.4K 17.2K 29.8K 28.6K 26.7K 24.8K 26.2K 27.0K Tweets Sent by Month Includes paid and organic posts
  27. 27. Twitter Engagement Rates per Tweet by Day of Week: Travel and Hospitality Tweets Sent Avg Replies Avg Retweets SUN 26.5K 2.1 5.4 MON 40.4K 1.6 6.2 TUE 46.2K 1.7 4.4 WED 46.0K 1.6 5.2 THU 47.1K 1.8 6.7 FRI 44.3K 1.8 5.7 SAT 36.5K 1.5 5.4 Social Engagement Benchmark Report for Twitter 44.3K 47.1K Tweets Sent by Day of Week 46.0K 40.4K 46.2K 36.5K 26.5K Includes paid and organic posts
  28. 28. Twitter Engagement Rates per Tweet by Time of Day (CST): Travel and Hospitality Tweets Sent Avg Replies Avg Retweets 12 AM - 4 AM 50.9K 1.6 7.3 4 AM - 8 AM 36.5K 1.7 4.9 8 AM - 12 PM 40.0K 2.3 5.7 12 PM - 3 PM 34.7K 1.7 4.5 3 PM - 6 PM 47.2K 1.7 5.3 6 PM - 9 PM 40.7K 1.8 6.1 9 PM - 12 AM 36.9K 1.6 7.0 Social Engagement Benchmark Report for Twitter 40.7K 36.9K Tweets Sent by Time of Day 50.9K 47.2K 34.7K 36.5K 40.0K Includes paid and organic posts
  29. 29. Recommendations • Incorporate more photo tweets into your Twitter strategy for increased engagement. • Designate “on-call” Twitter managers to monitor your brand’s account at all hours. Engagement with your customers doesn’t just occur from 9 – 5. • Align your Twitter strategy with when your industry is most engaged. Refer to the previous charts to see when your specific industry has the most retweets and replies. Social Engagement Benchmark Report for Twitter
  30. 30. About the Data • We extracted Twitter data from more than 3.6 million Twitter messages published in 2013, combining both paid and organic posts. We added further social insights from the 2014 State of Marketing report and third-party studies as noted. • Graphs combining overall industry data include these industries: Advertising and Consulting; Automotive; Clothing and Fashion; Consumer Packaged Goods; Media and Entertainment; Financial Services; Food and Beverage; Retail and eCommerce; Health and Beauty; Education and Non-Profit; Publishing; Sports; Technology and Manufacturing; Telecommunications; and Travel and Leisure. • When reviewing pie-style charts in this report, note that numerical labels on pie charts show rounded values, and pie slices represent total values. Social Engagement Benchmark Report for Twitter
  31. 31. Want more? Download the full report at exacttarget.com/benchmark-2014/ social-engagement-tw

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