q4 2014 twitter benchmark report highlights
Post on 14-Jul-2015
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ABOUT TWITTER
Simply Measured Q4 2014 Twitter Benchmark Report Source: Twitter
284 millionmonthly active users
500 millionTweets sent per day
are on mobile80% of users
98% of the Interbrand 100have a Twitter account
95% of brands tweeted at least once per day in Q4 2014
98%
95%
INTERBRAND 100
Simply Measured Q4 2014 Twitter Benchmark Report
INTERBRAND 100
Simply Measured Q4 2014 Twitter Benchmark Report
Per-post engagement has risen by 85% year-over-year
Posts Followers Engagements
Indexed Metric Growth Q4 2013 to Q4 2014
@Replies accounted for 68% of brand Tweets
91% of brands replied to users at least once during Q4 2014
BRAND INTERACTION
Simply Measured Q4 2014 Twitter Benchmark Report
Shar
e of
Inte
rbra
nd 1
00 B
rand
s
100%
80%
60%
40%
20%
0%Reply Avg. Less Than
1 Reply per DayDon’t Reply
Share of Brands That Reply to Followers
7%
52%
91%
Regular Tweets RetweetsReplies
Q4 2014 Sent Tweets by Type
68%
26%
6%
Photos made up 55% of sent Tweets, but accounted for 57% of all engagement
PHOTOS
Simply Measured Q4 2014 Twitter Benchmark Report
60%
50%
40%
30%
20%
10%
0%
Share of Sent Tweets Share of Engagement
Share of Twitter Activity and Engagement by Tweet Type
Photo Link Text Video
pic.twitter.com links accounted for 17% of all sent links
VISUAL CONTENT
Simply Measured Q4 2014 Twitter Benchmark Report
Num
ber o
f Sen
t Tw
eets
Avg
. Eng
agem
ent p
er T
wee
t
25K
20K
15K
10K
5K
0
450
400
350
300
250
200
150
100
50
0
Top Tweeted Link Types
pic.tw
itter.
com
bit.ly
yout
ube.c
om
vine.c
o
instag
ram.co
m
faceb
ook.com
pinter
est.c
om
tumblr.c
om
Regular Tweets Avg. Engagement
416
19
173
97
66
374
106
210
82,127 Tweets included hashtags in Q4 2014, up 58% from Q4 2013
HASHTAGS
Simply Measured Q4 2014 Twitter Benchmark Report
Avg
. Ret
wee
ts a
nd @
Repl
ies
200
150
100
50
0
No Hashtag Contains Hashtag
Impact of Hashtag Use on Engagement
Favorites Retweets Replies
Restaurant brands responded on a 1-to-1 basis at a higher rate than any other industry, sending over 49K @replies from just four brands
INDUSTRY ACTIVITY
Simply Measured Q4 2014 Twitter Benchmark Report
TWITTER BENCHMARKS
Simply Measured Q4 2014 Twitter Benchmark Report
OVERVIEW TOTAL FOR STUDY AVERAGE PER BRAND AVERAGE PER BRAND PER DAYTOTAL ENGAGEMENT 6,449,613 65,812 715
FOLLOWERS 117,324,590 1,197,190 -
POTENTIAL IMPRESSIONS 73,817,666,672 753,241,497 8,187,408
BRAND TWEETS 38,441 392 4.3
ENGAGEMENT WITH BRAND TWEETS TOTAL FOR STUDY AVERAGE PER BRAND AVERAGE PER BRAND TWEETTOTAL ENGAGEMENT 6,449,613 65,812 167.8
RETWEETS 2,296,208 23,431 59.7
REPLIES 327,477 3,342 8.5
FAVORITES 3,825,928 39,040 99.5
AVG. ENGAGEMENT / BRAND TWEET 167.8 167.8 167.8
MENTIONS 16,145,258 164,748 -
AUDIENCE TOTAL FOR STUDY AVERAGE PER BRANDTOTAL FOLLOWERS 117,324,590 1,197,190
NEW FOLLOWERS 8,565,294 87,401
AUDIENCE GROWTH PER DAY 93,101 950
ABOUT SIMPLY MEASURED
Simply Measured is a fast-growing team of data geeks dedicated to making the world of analytics and reporting a better, more beautiful place.Find out more at simplymeasured.com
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Simply Measured Q4 2014 Twitter Benchmark Report
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