social engagement benchmark report for twitter

Metrics from 3+ Million Twitter* Messages Sent Through Our Platform *All trademarks, service marks, and trade names are the property of their respective owners.

SOCIAL ENGAGEMENT BENCHMARK REPORT

Since its launch in 2006, Twitter has matured into the social network of choice for breaking news, early tech adopters, power influencers, and brands looking to engage with the growing number of Twitter users. The size of Twitter’s user base and the platform’s ability to scale globally are encouraging an increasing number of brands to build a Twitter presence, 140 characters at a time.

Social Engagement Benchmark Report for Twitter

Twitter Engagement Rates per Tweet by Industry

CPGMedia and

EntertainmentFinancial Services

Retail and E-Commerce

Education and Non-Profit

Tech and Manufacturing

Travel and Hospitality

Average Replies 2.2 7.7 1.7 3.0 2.8 1.9 1.8

Average Retweets 8.8 23.6 17.1 11.5 15.3 4.0 5.6

Includes paid and organic posts

39K

199K

94K

303K

47K

269K

287K

Tweets Sent by Industry

Consumer Packaged Goods (CPG)

Media and Entertainment

Financial Services

Retail and E-Commerce

Education and Non-Profit

Tech and Manufacturing

Travel and Hospitality

Each icon = 10 thousand tweets.


Twitter Engagement Rates per Tweet by Month: All Industries

Tweets Sent Avg Replies Avg Retweets

JAN 208.8K 4.2 23.6

FEB 213.5K 3.9 19.2

MAR 245.8K 4.3 19.0

APR 245.1K 4.5 27.7

MAY 287.9K 4.9 19.5

JUN 259.8K 4.8 23.2

JUL 311.6K 3.8 26.6

AUG 358.3K 4.4 22.7

SEP 368.0K 4.7 28.1

OCT 392.0K 4.8 28.7

NOV 384.3K 4.7 29.2

DEC 367.8K 4.4 32.8

259.8K

287.9K

245.1K

245.8K

213.5K

208.8K

367.8K

384.3K

392.0K

368.0K

358.3K

311.6K

Tweets Sent by Month



Twitter Engagement Rates per Tweet by Day of Week: All Industries


SUN 350.4K 5.9 43.9

MON 566.6K 4.2 26.4

TUE 594.4K 4.3 22.4

WED 588.0K 4.2 19.6

THU 588.7K 4.2 20.5

FRI 598.5K 4.2 21.9

SAT 356.3K 4.7 26.7

598.5K

588.7K

588.0K

594.4K

566.6K

356.3K 350.4K

Tweets Sent by Day of Week



Twitter Engagement Rates per Tweet by Time of Day (CST): All Industries


12 AM - 4 AM 507.3K 5.6 34.7

4 AM - 8 AM 248.8K 3.9 29.7

8 AM - 12 PM 364.4K 3.1 18.3

12 PM - 3 PM 557.9K 3.7 20.0

3 PM - 6 PM 735.4K 4.5 22.1

6 PM - 9 PM 688.7K 4.8 23.2

9 PM - 12 AM 540.4K 4.9 27.3

688.7K

540.4K 507.3K

735.4K

557.9K

364.4K

248.8K

Tweets Sent by Time of Day



Twitter Engagement Rates per Tweet by Month: CPG


JAN 2.9K 1.5 11.4

FEB 3.1K 1.5 4.9

MAR 3.1K 2.2 6.3

APR 4.1K 2.2 7.6

MAY 3.9K 2.6 11.9

JUN 3.4K 2.2 7.4

JUL 3.5K 2.4 8.6

AUG 3.3K 2.0 10.5

SEP 3.3K 1.7 6.8

OCT 2.8K 1.6 5.0

NOV 2.8K 4.7 15.7

DEC 2.4K 2.2 9.7

3.4K

3.9K

4.1K

3.1K

3.1K

2.9K2.4K

2.8K

2.8K

3.3K

3.3K

3.5K




Twitter Engagement Rates per Tweet by Day of Week: CPG


SUN 2.2K 2.2 6.8

MON 6.8K 1.8 5.0

TUE 5.9K 1.8 8.5

WED 7.8K 2.3 9.8

THU 6.2K 2.0 9.6

FRI 7.0K 2.4 6.1

SAT 2.7K 1.9 23.0

7.0K

6.2K

7.8K

5.9K

6.8K

2.7K 2.2K




Twitter Engagement Rates per Tweet by Time of Day (CST): CPG


12 AM - 4 AM 4.8K 2.3 9.9

4 AM - 8 AM 2.1K 2.0 8.6

8 AM - 12 PM 3.5K 1.6 4.8

12 PM - 3 PM 6.1K 1.6 11.7

3 PM - 6 PM 9.3K 2.0 7.1

6 PM - 9 PM 8.3K 2.6 8.3

9 PM - 12 AM 4.5K 2.7 12.4

8.3K

4.5K 4.8K

9.3K6.1K

3.5K

2.1K





Twitter Engagement Rates per Tweet by Month: Media and Entertainment


JAN 12.4K 7.1 21.6

FEB 13.5K 6.8 18.8

MAR 18.0K 6.8 30.8

APR 18.9K 6.6 22.8

MAY 18.7K 8.7 28.6

JUN 18.6K 8.2 25.6

JUL 17.5K 7.7 23.1

AUG 16.8K 8.1 21.2

SEP 15.7K 6.6 19.9

OCT 19.0K 7.5 24.2

NOV 14.7K 9.5 26.1

DEC 14.5K 8.8 21.0

18.6K

18.7K

18.9K

18.0K

13.5K

12.4K14.5K

14.7K

19.0K

15.7K

16.8K

17.5K




Twitter Engagement Rates per Tweet by Day of Week: Media and Entertainment


SUN 18.8K 10.3 25.5

MON 29.8K 7.9 23.8

TUE 31.0K 7.1 23.7

WED 29.9K 6.7 22.7

THU 34.0K 7.7 25.2

FRI 33.3K 6.6 18.9

SAT 21.5K 8.1 27.0

33.3K

34.0K

29.9K

31.0K

29.8K

21.5K 18.8K




Twitter Engagement Rates per Tweet by Time of Day (CST): Media and Entertainment


12 AM - 4 AM 33.4K 10.6 26.8

4 AM - 8 AM 6.4K 8.6 29.6

8 AM - 12 PM 10.2K 5.0 11.4

12 PM - 3 PM 26.7K 5.8 17.3

3 PM - 6 PM 39.5K 7.9 26.2

6 PM - 9 PM 43.0K 7.4 23.6

9 PM - 12 AM 39.0K 8.1 21.7

43.0K

39.0K 33.4K

39.5K

26.7K

10.2K

6.4K




Twitter Engagement Rates per Tweet by Month: Financial Services


JAN 4.4K 1.3 4.4

FEB 4.3K 1.5 4.1

MAR 5.2K 1.4 5.9

APR 6.4K 1.5 10.6

MAY 8.7K 1.9 21.2

JUN 8.0K 1.9 45.6

JUL 8.5K 2.1 24.7

AUG 8.9K 1.5 63.6

SEP 8.5K 2.1 4.3

OCT 9.6K 1.8 5.9

NOV 9.5K 1.6 9.8

DEC 11.8K 1.5 5.5

8.0K

8.7K

6.4K

5.2K

4.3K

4.4K

11.8K

9.5K

9.6K

8.5K

8.9K

8.5K




Twitter Engagement Rates per Tweet by Day of Week: Financial Services


SUN 6.1K 1.4 4.6

MON 15.3K 1.8 44.0

TUE 17.6K 1.8 33.0

WED 14.9K 1.7 8.0

THU 16.6K 1.5 5.8

FRI 17.1K 1.7 13.5

SAT 6.4K 1.5 3.1

17.1K

16.6K

14.9K

17.6K

15.3K

6.4K 6.1K




Twitter Engagement Rates per Tweet by Time of Day (CST): Financial Services


12 AM - 4 AM 15.4K 10.3 24.0

4 AM - 8 AM 8.3K 8.1 25.9

8 AM - 12 PM 7.1K 4.6 10.5

12 PM - 3 PM 12.3K 5.6 15.0

3 PM - 6 PM 17.5K 7.5 20.5

6 PM - 9 PM 18.6K 6.8 20.2

9 PM - 12 AM 14.8K 7.2 17.1



18.6K

14.8K 15.4K

17.5K

12.3K

7.1K

8.3K


Twitter Engagement Rates per Tweet by Month: Retail and E-Commerce


JAN 17.5K 2.8 7.7

FEB 19.5K 2.3 6.6

MAR 20.2K 2.6 7.5

APR 19.2K 2.9 8.1

MAY 23.6K 2.9 12.8

JUN 21.2K 3.8 12.9

JUL 24.0K 2.4 9.5

AUG 28.0K 3.2 12.2

SEP 25.8K 2.5 8.3

OCT 29.4K 3.3 11.5

NOV 33.1K 3.5 13.7

DEC 41.9K 4.1 27.1

21.2K

23.6K

19.2K

20.2K

19.5K

17.5K

41.9K

33.1K

29.4K

25.8K

28.0K24.0K




Twitter Engagement Rates per Tweet by Day of Week: Retail and E-Commerce


SUN 39.8K 2.1 9.3

MON 41.9K 3.0 10.2

TUE 44.7K 3.0 13.2

WED 45.6K 3.0 11.5

THU 46.2K 4.6 13.0

FRI 48.9K 3.5 13.0

SAT 36.3K 2.5 10.1

48.9K

46.2K

45.6K

44.7K

41.9K

36.3K 39.8K




Twitter Engagement Rates per Tweet by Time of Day (CST): Retail and E-Commerce


12 AM - 4 AM 40.1K 2.9 8.8

4 AM - 8 AM 24.2K 2.2 8.0

8 AM - 12 PM 34.2K 2.3 11.2

12 PM - 3 PM 47.0K 2.6 11.5

3 PM - 6 PM 59.2K 3.8 14.7

6 PM - 9 PM 53.1K 3.4 11.2

9 PM - 12 AM 45.6K 3.3 11.0

53.1K

45.6K 40.1K

59.2K

47.0K

34.2K

24.2K




Twitter Engagement Rates per Tweet by Month: Education and Non-Profit


JAN 3.0K 2.7 14.4

FEB 3.0K 2.8 35.4

MAR 3.1K 3.0 16.4

APR 2.8K 2.4 11.6

MAY 4.8K 2.9 12.6

JUN 3.5K 2.8 10.3

JUL 3.5K 2.9 11.5

AUG 4.0K 2.8 9.7

SEP 4.1K 2.8 10.8

OCT 4.7K 2.9 11.6

NOV 5.4K 3.1 24.8

DEC 4.6K 2.9 14.0

3.5K4.8K

2.8K

3.1K

3.0K

3.0K

4.6K

5.4K

4.7K

4.1K

4.0K

3.5K




Twitter Engagement Rates per Tweet by Day of Week: Education and Non-Profit


SUN 4.9K 3.0 14.8

MON 6.7K 2.7 13.3

TUE 7.8K 2.9 18.1

WED 7.7K 2.5 11.0

THU 7.4K 3.1 13.9

FRI 7.9K 2.7 21.8

SAT 4.3K 3.1 15.5

7.9K

7.4K

7.7K

7.8K

6.7K

4.3K 4.9K




Twitter Engagement Rates per Tweet by Time of Day (CST): Education and Non-Profit


12 AM - 4 AM 6.1K 2.6 17.6

4 AM - 8 AM 4.0K 3.6 22.6

8 AM - 12 PM 4.7K 3.4 25.5

12 PM - 3 PM 7.2K 3.0 12.7

3 PM - 6 PM 9.7K 2.8 20.6

6 PM - 9 PM 8.4K 2.5 9.6

9 PM - 12 AM 6.5K 2.7 12.8

8.4K

6.5K 6.1K

9.7K

7.2K

4.7K

4.0K




Twitter Engagement Rates per Tweet by Month: Technology and Manufacturing


JAN 10.1K 1.8 3.9

FEB 11.7K 1.7 3.7

MAR 15.8K 1.7 3.3

APR 18.2K 3.4 3.4

MAY 24.0K 2.1 4.2

JUN 21.1K 1.8 3.5

JUL 22.9K 1.7 5.0

AUG 25.8K 2.0 4.0

SEP 29.1K 1.4 4.1

OCT 33.6K 1.5 3.6

NOV 31.5K 1.5 4.1

DEC 24.9K 1.7 4.9

21.1K

24.0K

18.2K

15.8K

11.7K10.1K

24.9K

31.5K

33.6K

29.1K

25.8K

22.9K




Twitter Engagement Rates per Tweet by Day of Week: Technology and Manufacturing


SUN 14.2K 1.8 3.4

MON 43.9K 1.6 4.1

TUE 50.3K 1.7 4.0

WED 53.6K 2.3 3.7

THU 47.7K 2.0 4.0

FRI 43.4K 1.7 4.2

SAT 15.6K 1.9 3.9

43.4K

47.7K

53.6K

50.3K

43.9K

15.6K 14.2K




Twitter Engagement Rates per Tweet by Time of Day (CST): Technology and Manufacturing


12 AM - 4 AM 30.1K 1.4 3.9

4 AM - 8 AM 19.7K 1.7 3.2

8 AM - 12 PM 27.1K 1.9 3.2

12 PM - 3 PM 40.1K 1.7 4.1

3 PM - 6 PM 60.3K 2.3 4.1

6 PM - 9 PM 52.3K 2.0 3.9

9 PM - 12 AM 39.1K 1.8 4.3

52.3K

39.1K 30.1K

60.3K

40.1K

27.1K

19.7K




Twitter Engagement Rates per Tweet by Month: Travel and Hospitality


JAN 17.2K 1.6 9.0

FEB 16.6K 1.6 3.8

MAR 19.2K 2.0 4.7

APR 19.8K 2.6 5.9

MAY 25.4K 1.9 7.5

JUN 25.7K 1.8 7.6

JUL 27.0K 1.7 4.6

AUG 26.2K 1.5 4.3

SEP 24.8K 1.6 4.0

OCT 26.7K 1.7 5.0

NOV 28.6K 1.6 5.2

DEC 29.8K 1.5 5.5

25.7K

25.4K

19.8K

19.2K

16.6K

17.2K

29.8K

28.6K

26.7K

24.8K

26.2K

27.0K




Twitter Engagement Rates per Tweet by Day of Week: Travel and Hospitality


SUN 26.5K 2.1 5.4

MON 40.4K 1.6 6.2

TUE 46.2K 1.7 4.4

WED 46.0K 1.6 5.2

THU 47.1K 1.8 6.7

FRI 44.3K 1.8 5.7

SAT 36.5K 1.5 5.4

44.3K

47.1K

46.0K

46.2K

40.4K

36.5K26.5K




Twitter Engagement Rates per Tweet by Time of Day (CST): Travel and Hospitality


12 AM - 4 AM 50.9K 1.6 7.3

4 AM - 8 AM 36.5K 1.7 4.9

8 AM - 12 PM 40.0K 2.3 5.7

12 PM - 3 PM 34.7K 1.7 4.5

3 PM - 6 PM 47.2K 1.7 5.3

6 PM - 9 PM 40.7K 1.8 6.1

9 PM - 12 AM 36.9K 1.6 7.0

40.7K

36.9K

50.9K

47.2K

34.7K

40.0K

36.5K



Recommendations

•  Incorporate more photo tweets into your Twitter strategy for increased engagement.

•  Designate “on-call” Twitter managers to monitor your brand’s account at all hours. Engagement with your customers doesn’t just occur from 9 – 5.

•  Align your Twitter strategy with when your industry is most engaged. Refer to the previous charts to see when your specific industry has the most retweets and replies.


About the Data

•  We extracted Twitter data from more than 3.6 million Twitter messages published in 2013, combining both paid and organic posts. We added further social insights from the 2014 State of Marketing report and third-party studies as noted.

•  Graphs combining overall industry data include these industries: Advertising and Consulting; Automotive; Clothing and Fashion; Consumer Packaged Goods; Media and Entertainment; Financial Services; Food and Beverage; Retail and eCommerce; Health and Beauty; Education and Non-Profit; Publishing; Sports; Technology and Manufacturing; Telecommunications; and Travel and Leisure.

•  When reviewing pie-style charts in this report, note that numerical labels on pie charts show rounded values, and pie slices represent total values.


Want more? Download the full report at exacttarget.com/benchmark-2014/ social-engagement-tw

https://www.exacttarget.com/benchmark-2014/social-engagement-tw?ls=Blog&lssm=Corporate&lss=Blog.2014BenchmarkReport.Twitter&camp=701A0000000xhUEIAY&content=701A0000000xhUEIAY

social engagement benchmark report for twitter

Documents

twitter engagement rates

avg replies avg retweetsjan

avg replies avg retweetssun

avg replies avg retweets12

twitter presence

time of day cst

day of week588

day of week29