Twitter is an important tool in the marketer's toolbox--and rightfully so. The social network, which limits posts to 140 characters, has become a go-to discovery-enabling content stream at a time when all brands are brainstorming ways of getting their information in front of targeted audiences.
This week's batch of statistics offers a look at how the platform is used, as well as which tactics and strategies are working best to engage consumers. Among our findings: visuals appeal to the Twitterverse, and paid advertising makes followers more suseptible to buy.
1. Twenty-five percent of brands that use Twitter use it for broadcast purposes only.
2. U.S. brands tweeted an average of 221 times per week in 2013, compared to 30 times for brands in the U.K.
3. Ninety-seven percent of major brands use multiple profiles on Twitter, up from 7 percent in 2011.
4. Twenty-nine percent of TV programs' ratings are influenced by the amount of related Tweets.
5. Followers of brands who are exposed to promoted tweets purchase 29 percent more from that brand than followers reached by organic tweets alone.
6. Only 0.1 percent of e-commerce customer acquisition comes from Twitter.
7. Twenty-eight percent of mobile Internet owners who use their devices to access social media sites visit Twitter.
8. A whopping 700 YouTube video links are shared on Twitter every minute.
9. Twitter users send 400 million tweets each day.
10. Counting followers is an exercise in futility. All of the 25 most engaged brands on Twitter have more than 1 million followers. However, so do 70 percent of the least engaged brands.
11. Since Twitter launched March 21, 2006, 170 billion tweets have been sent.
12. Tweets with image links have double the engagement rates.
13. There are 20 million fake Twitter users.
14. Users spend 170 minutes on average on Twitter per month.
15. Twitter engagement for brands is 17 percent higher on weekends.