SOURCE: Simply Measured, Inc.

Simply Measured, Inc.

November 18, 2014 11:00 ET

Study: Marketers Loyal to Twitter -- Engagement With Brands up 83 Percent Since 2013

Simply Measured Study Details Brand Activity, Hashtag Use and Engagement Data

SEATTLE, WA--(Marketwired - November 18, 2014) - Simply Measured, the leading social analytics platform, today released their Q3 2014 Twitter study "How Top Marketers Use Twitter," measuring interaction on the platform using the Interbrand Top 100 Brands over a three-month period. According to data from Simply Measured, 98 percent of leading brands have a Twitter presence, a number that's remained consistent since 2012 and emphasizes Twitter's position as an integral part of modern marketing. In addition, brand Tweets have driven an 83 percent increase in engagement in less than a year, pointing to Twitter's significance for driving awareness.

The Simply Measured study noted that active users on the site have increased by 54 million since going public in November of 2013. In addition, more than 500 million Tweets are sent per day across the social hub, a number that is largely due to the 80 percent of Twitter users who have mobile accounts and are active on the go. International users account for 77 percent of Twitter's user base and provide companies with a way to target international engagement on one platform.

Key findings from the study include:

Twitter is a brand essential in 2014. Twitter is a staple for the modern marketer -- 98 percent of top brands have a Twitter account. Of those brands, 70 percent have over 100,000 followers, up from 58 percent in 2013. The number of brands that Tweet once a day or more has increased from 92 percent to 94 percent since 2013, signaling a continuing emphasis on the platform. The network has remained a core focus for big brands and their efforts have paid off with growing audiences.

Strategy is becoming standardized. Nearly half of brands Tweet between 1 and 5 times a day including @Replies and Retweets. This cadence shows a more moderate approach by many companies, however the number of brands tweeting 25 times a day or more has increased since 2013. This increase is likely a reflection of brands using Twitter as a customer service tool.

Brands are interacting with users. The breakdown of sent Tweets has shifted to focus more on @Replies and Retweets -- accounting for 70 percent of all Tweets sent by brands, up from 61 percent from 2013. This shows a greater effort by leading marketers to engage and interact with their Twitter audience.

Engagement with Tweets has grown. Users on Twitter are becoming increasingly more willing to engage with branded content, reflected in the increased number of active engagements and Retweets noted in the study. Engagement with brand Tweets was up 83 percent overall from Q4 2013.

Photos spark the most engagement on Twitter. Tweets that included photos were the most commonly Tweeted and caused the highest share of engagement. Photos made up 45 percent of sent Tweets but also generated 51 percent of all engagement. Visual content on Twitter drives up interactions and brands are capitalizing on that fact.

"The increase in engagement and the 98 percent adoption rate of Twitter among big brands signals that the network is an essential part of social strategy," said Kevin Shively, senior content strategist for Simply Measured. "More importantly, brands are becoming more sophisticated -- instead of abandoning one network for another, they're more likely to adopt new platforms into their marketing mix. Each platform provides a unique audience and a unique opportunity -- there is no longer a one-size-fits-all-model and brands are adjusting accordingly."

To learn more about Simply Measured's social analytics platform, or view additional insights from the Q3 2014 Twitter Study, visit www.simplymeasured.com or read more on the Simply Measured blog.

About Simply Measured
Simply Measured is the leading social analytics platform used by brands across the globe to quantify performance, determine impact, and derive strategic direction from social media data. With more than 40 unique reports sourced from the top social platforms including Facebook, Twitter, LinkedIn, Google+, Tumblr, Instagram, YouTube, Vine and Pinterest, Simply Measured turns social media data into beautiful, customizable reports that are easily analyzed and shared. Based in Seattle, Washington, Simply Measured supports more than 35 percent of the Interbrand 100 and has more than 100,000 users. Learn more at http://simplymeasured.com.

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