Big brands more active than small brands on Twitter

Big brands tweet more, use more hashtags and are more engaged, according to a recent report by Simply Measured.

Big brands tweet more often, share more links, and use more hashtags than smaller, publicly traded companies, according to a recent report by Simply Measured.

The study examined Twitter activity in the fourth quarter of 2013 among the Interbrand 2013 Top 100 brands and the Forbes 100 Best Small Companies in America, which includes organizations with annual revenues of $5 million to $1 billion.

Not surprisingly, Simply Measured’s analysis found the Interbrand 100 has more followers and retweets than the smaller companies. However, the larger brands are also more engaged with the platform: They tweeted 12 times a day on average in the fourth quarter of 2013, compared with three times daily for the smaller companies.

Tweet frequency

  • Of the Interbrand Top 100 Brands, 98 percent tweeted at least once daily during the fourth quarter and 92 percent tweeted more than once a day.
  • In contrast, 56 percent of the 100 Best Small Companies didn’t tweet on a daily basis.

Link types

  • For the Interbrand 100 companies, including image links in tweets paid off well in terms of engagement.
  • Tweets that included pic.twitter.com links averaged 210 engagements (replies, mentions, retweets, and favorites) in the fourth quarter. The next highest-performing types were Tumblr and Pinterest links, followed by Vine links.

Top 10 brands

  • The top 10 brands (by engagement) from the Interbrand 100 companies accounted for 60 percent of the list’s engagement, even though they accounted for only 38 percent of the total audience.
  • Those 10 brands averaged 1,562 tweets per month, more than four times as many as the entire-list average of 380 tweets.

About the research: The report was based on data from Twitter account activity of the Interbrand 2013 Top 100 brands and the Forbes 100 Best Small Companies in America during the fourth quarter of 2013.

Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs, where a version of this article first appeared.

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