According to Salesforce research, 78% of the engagement a brand receives on its tweets are retweets. Given that a retweet increases the reach of a post, which in turn increases exposure to branded content, this form of engagement is particularly IMPORTANT to businesses, professionals, and organizations.
For businesses using Twitter, the overall reach of each tweet is more important as an indicator of success than total number of followers. – CEO and Co-Founder, SocialBro’s
Retweets play an important role in identifying what content is important to followers, as well as determining what kind of posts are the most popular with the audience.
A RT is acknowledgment. A gateway. The low hanging fruit, but start of, deeper engagement. – @BrandEngineers
According to Twitter’s New Insights on How Followers Benefit SMBs, 60% of respondents say they’ve made a purchase from an SMB based on something they saw on Twitter. This makes it very important to increase the reach of your tweets. This is best achieved by encouraging retweets.
According to research from Buffer, the posts which are the most likely to get retweets are “interesting and fun, original, unique content, that delivers news and updates, discounts, and/or promotions.” With that being said, the biggest challenge for brands is to consistently produce and deliver this kind of content within their own branded message.
In order to achieve success you should:
1. Provide a Link To Support Your Text/Image.
Link clicks are by far the biggest way users interact with content, accounting for 92% of all user interaction with tweets.
According to research performed by Dan Zarrella, tweets with links get more retweets than those without.
2. Include Images.
Research suggests that tweets with images receive 18 percent more clicks (engagement) than those without.
Tweets with images (mini-infographics and charts) generate 150 percent more retweets than text-only tweets. Tweets with images get 18% more clicks, 89% more favorites and 150% more retweets.
Tweeting motivational and inspirational quotegraphics are great for getting retweets.
3. Keep Your Tweets Short.
According to Buffer, shorter tweets get better engagement. In fact, tweets with 71 to 100 characters get a 17% higher engagement rate. Not only does this recommended length give you enough room to communicate your message, it also provides room for someone who retweets you to add a message of their own.
4. Show Your Excitement
A study of more than two million tweets conducted by Dan Zarrella has shown that tweets containing an exclamation point generate 31% more retweets than those without.
With that being said, “don’t ask punctuation to do a word’s job.” When used improperly, an exclamation point can confuse your message, and make you look very unprofessional.
Multiple exclamation marks … are a sure sign of a diseased mind. – Terry Pratchett, British Author
To avoid misuse, take the time to carefully consider whether including an exclamation will improve your message or if it will unintentionally sabotage your communications.
Introducing uppercase letters to your tweets is a great way to draw attention to the IMPORTANT points of your message. According to Jeff Bullas, including uppercase in your tweets increases retweets by nearly 550%.
The best time to tweet in Ottawa, Canada is not going to be the same as London, England. So, when discovering the best time to tweet, it is important to consider your geographic location.
While overall Tweet volume peaks during business hours and in the early evening across all time-zones, KissMetrics reported that retweets occur more frequently between 3 p.m and midnight EST.
A study of nearly five million tweets by the team at Buffer corroborated these findings, indicating that evenings and late at night are the times when your tweets receive the most favorites and retweets, on average. Tweets sent at the 9:00 p.m. EST in the United States earn the most retweets and favorites on average, with the highest number of retweets and favorites occurring between 8:00 p.m. and 11:00 p.m., peaking between 9:00 and 10:00 p.m.
Certainly the number of followers your Twitter account has can have a big influence on the number of clicks, retweets, or favorites your tweets receive. But, if you don’t have tens of thousands of followers, you can increase the likelihood that your tweet will be retweeted if you:
- Include between 71-100 characters of text
- Include a link.
- Include an image.
- Show enthusiasm (exclamation, capitalization).
- Share in the late afternoon and evening (between 3pm-midnight EST).
There is one strategy I didn’t include in this article that worked REALLY, REALLY well (80 percent of the time) in getting influencers to share my Twitter posts with their audience. I am going to reveal it to you at 4:30pm EST on August 23, 2016; FOLLOW ME ON TWITTER to get the information first!