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Twitter Benchmarks for Brand Accounts: 4Q14

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The volume of tweets by major brands increased 11%, on average, between 4Q13 and 4Q14, according to a recent report from Simply Measured.

The report was based on the 4Q14 Twitter activity of companies on the Interbrand 2014 Best 100 Global Brands list (145,828 tweets from 98 brands).

The percentage of top brands that tweet at least once a day increased from 92% in 4Q13 to 95% in 4Q14, and the total number of followers for the brands analyzed increased 38% year over year, the analysis found.

Most impressively, per-post engagement (favorites, retweets, replies, etc.) increased 85% year over year.


Below, additional key findings and benchmarks from the report.

Frequency

  • 82% of brands tweeted 1-6 times per day in 4Q14, excluding @replies and retweets.
  • Only 6% of brands tweeted 10+ times per day, excluding @replies and retweets.

Tweet Types

  • Replies accounted for 68% of brand tweets in 4Q14.
  • 48% of brands replied to at least one tweet per day.

Photo Tweets

Photo tweets made up 55% of the sent tweets analyzed in 4Q14 and accounted for 57% of all engagement.

Hashtags

Tweets with at least one hashtag averaged 184 replies and retweets each, whereas tweets with no hashtag averaged only 146 replies and retweets.

About the research: The report was based on the 4Q14 Twitter activity of the companies on the Interbrand 2014 Best 100 Global Brands list (145,828 tweets from 98 brands).


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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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