As Twitter, Facebook, Pinterest and other platforms enter the realm of go-to social media favorites, marketers scramble to develop strategies that promise results in building brand awareness and driving online conversions. A common cry heard among content marketers and digital experts is that they have difficulty measuring the success of social media marketing campaigns – how many clicks, Retweets, followers and favorited Tweets should a brand receive? What interactions are likely to bring conversions? What do the numbers mean?
Sign-up.to recently introduced an infographic to help marketers check in on their expectations. Sign-up.to tracked Tweets over a 6 month period to identify common trends in Twitter activity, revealing that the average clickthrough rate is 1.64 percent.
Less followers, more clicks
Additionally, the amount of followers on Twitter directly correlate with the amount of CTRs, but the results show that more followers may actually equal less clicks. If a brand has 50 to 1,000 followers on its account, it can expect a 6.16 percent CTR. If the brand has 10,000 followers or more, it can expect 0.45 percent. This shows that the number of followers is less important than developing an authority that is industry-specific. Creating dynamic headlines and fun, custom Tweets help content marketing gain more clicks, more than the presence of a large fan base.
A nighttime lull precedes daytime flurries
Sign-up.to also provided information about when CTRs were at their highest point, showing that posting on Saturday and Sunday could result in doubling clickthroughs. Between 12 a.m. and 6 a.m., most users take a break from Twitter, but activity builds from the morning onward, reaching its peak at 6 p.m. when posts enjoy a 4.25 percent CTR. Content marketers and social media specialists should consider posting Tweets at opportune times to garner more brand exposure on Twitter.
Make posts interactive
Brafton recently reported that interactive posts on Twitter can help establish a brand and drive more relevant website traffic. With 64 percent of Twitter users admitting that they’re more likely to buy from brands that respond and answer their inquiries on the platform, marketers should take note to create custom, interactive accounts that prioritize current and prospective customers. Almost one in 10 Americans use Twitter every day, making Twitter an important sphere for brand engagement and social media efforts.