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Twitter Benchmarks by Industry

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Companies are attracting an increasing number of consumers on Twitter, with brands recording an average of 43% increase in followers last year, according to a recent report from ExactTarget Marketing Cloud.

Four industries in particular significantly increased followers in 2013: technology and manufacturing (up 93%), retail and e-commerce (75%), CPG (55%), and financial services (55%).

Below, key findings from the report, which was based on data from 3.6 million tweets (paid and organic) sent in 2013 by companies in 15 industries.

Engagement Rates by Industry

  • Consumers across all the examined industries gravitate toward tweets that include photos.
  • Tweets containing photos receive 3.3 replies on average, compared with 1.7 replies on average for non-photo tweets.
  • On average, nine consumers retweet a photo tweet compared with five for a non-photo tweet.

  • Retail and e-commerce companies sent the most tweets (303K) in 2013 of any brands examined.
  • Media and entertainment companies received the most replies on average (7.7) and retweets (23.6).

Engagement by Day and Time

  • Tweets sent by brands on Sundays get most retweets and replies, on average, but companies tweet the least on this day, the analysis found.
  • During the workweek, companies tweet the least on Mondays and increase volume as the week goes on.
  • The highest volume of tweets occurred last year between 3 PM and 6 PM CST.
  • The highest engagement rates occurred between 9 PM and 12 AM CST (4.9 replies and 27.3 retweets, on average).

About the research: The report was based on data from 3.6 million tweets (paid and organic) sent in 2013 by companies in 15 industries.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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