98% of all top brands are active on Twitter

by Nick Cicero on Jan 22, 2014

twitter lead genWith over 500 million Tweets per day, Twitter is ripe for evergreen engagement opportunities ranging from the most basic levels of customer service to brand-altering moments that can change an organization’s future with a single tweet.

This week Simply Measured analyzed data collected by their analytics platform for Q4 on Twitter and found that 92 percent of companies among the Interbrand 100 post to Twitter at least once per day.

The Twitter study also analyzed the Forbes 100 Best Small Companies in America, finding only 28% of brands on the list average one or more Tweets per day, but still most top brands don’t engage With Twitter followers.

Do smaller brands feel choked out by the influx of larger brands to the platform since IPO late last Fall? In general marketers are currently in a bit of a turning point in their relationship with Facebook after they all but admitted that “organic reach” was dying and brands would need to start paying for more exposure, and it’s a tricky line to walk to satisfy both small business and large corporate advertisers equally.

“Twitter has become an integral part of the modern marketing organization, giving real insight that can impact meaningful business decisions. As the ad offering and organic engagement potential of Twitter continue to grow, it’s becoming more important than ever for marketers to measure and analyze the tactics they use, audience they reach, and effect of their efforts” said Adam Schoenfeld, CEO of Simply Measured.

You can download the complete study here, but some key findings of the Twitter study are below:

1. 92% of top brands Tweet at least once daily.
2. Favorites and Retweets make up 91% of brand post engagement Screen Shot 2014-01-22 at 2.32.30 AM

3. Over 36 percent of all brand Tweets contain links. As content marketing becomes increasingly important, and top brands are behaving more and more like media companies, Twitter is proving to be a critical distribution and engagement channel.

4. Audiences this quarter grew by 20 percent. More and more consumers are opting into receiving brand messages.

5. 98% of all top brands are active on Twitter. Of the Interbrand Top 100 Brands, 98% have Tweeted at least once during the last quarter, with 92% of those companies Tweeting more than once a day during Q4 2013.

6. Interbrand companies Tweet 12 times per day, on average 78% of Top Brands Post Less Than 15 Tweets per Day.  Screen Shot 2014-01-22 at 2.31.55 AM
7. Tweets that include photos and links receive 150 percent more engagement than brand averages. Visual content is effective on Twitter, driving more engagement on the content that brands post.

Screen Shot 2014-01-22 at 2.38.53 AM

8. We think seasonally about our purchases, and internet decisions mirror that. Q4 is a goldmine for internet retailers, and as the results show there’s a strong correlation between brand engagement on Twitter and the seasons (specifically Black Friday and Christmas).

Screen Shot 2014-01-22 at 2.50.30 AM

9. 54% of Interbrand Companies Send Less than one reply per day

Screen Shot 2014-01-22 at 3.24.50 AM

Post Author

Nick Cicero is the Editor at Social Fresh and a Digital Marketing Consultant. Formerly of Expion and Livefyre, Nick has experience building social campaigns for Sony PlayStation, Winn-Dixie, Eminem, Teen Vogue and more. He’s a fan of playing...

  • I think these days it is simply a must. Even if you think a site won’t be around for long but is highly popular today you have to leverage the capabilities in order to grow and keep up with your competition.

  • Thanks for breaking it down, Nick. Can’t imagine how one tweet ever so often could benefit any size business – unless it’s the consistency that matters most for those larger brands. I’ve found the small and mid-sized brands I’ve worked with, especially in their early phases, really benefit from “getting out there” and working at the dialogue. All interesting though and I admittedly, I was a little off of Twitter for a while but have a renewed appreciation for it when I just simply talk to people and exchange ideas. PS BIG fan of Livefyre.