Retweets may not garner significant traffic, but they do demonstrate the harder-to-measure side of social marketing.

Dan Zarrella of HubSpot recently analyzed 2.7 million Tweets that all contained links, only to find that Twitter users sometimes retweet without even clicking. Zarella found that 14.64 percent of the retweeted Tweets had zero clicks. Because of this trend, content marketers should focus on their social media marketing strategies for best results and analyzing metrics that count.

Interestingly, adding “please retweet” to an information-bearing nugget will generate further spreading of information on Twitter. By writing these two words, marketers are likely to see Tweets shared about four times more often, according to Zarrella’s research. Despite the fact that some links in retweeted Tweets aren’t clicked, shared updates disperse information across the social media platform to encourage more clicks overall and promote brand awareness.

While retweets may not always garner traffic, they demonstrate the harder-to-measure side of social marketing that gets a brand’s name “out there.” According to Outbrain’s State of Content Marketing report, social media and content marketing account for top strategies for effective brand awareness and prospect consideration.

Brafton recently reported that the best strategy on Twitter is to generate custom content that engages users. By paying close attention to the desires of the intended audience, content marketing strategies on social media sites can be improved for more retweets, clicks and conversions. Additionally, remember social media users are interested in fresh content. The number one reason why Twitter followers “unfollow” a brand is because of boring and repetitive content, something content marketers should keep in mind when developing strategy.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.