Twitter Analytics: Phots and Videos Increase Engagement Rates

In an effort to provide Twitter advertisers with insights to boost engagement rates, Twitter’s data scientist Douglas Mason analyzed different Tweets published by verified users across a wide range of verticals. To ensure that the Tweets analyzed had measurable features, Twitter only looked at content that included the following elements: photos, hashtags, links, videos, and Tweets that contained a number or digit (examples include statistics and scores from major sports).

The analysis provided some rather interesting feedback for Twitter advertisers and content publishers. As the graph illustrates below, videos and photos can increase the amount of retweets by 28-35% for general Twitter users. On the low end, hashtags can increase a post’s engagement rate by 16%, which is still tremendous considering it only requires a user to append the hashtag symbol or an extra keyword or two within a Tweet.

Twitter Analytics: Phots and Videos Increase Engagement Rates


The results do vary by industry. While multimedia in the form of videos and photos prove to be effective across most of the types of Twitter publishers, quotes do provide a huge increase in engagement rates for TV related accounts (53% increase over regular content).

With this new knowledge, will you start incorporating more of these elements within your Twitter content?

Statistics Source: Twitter
Featured Image: Thinkstock

2 thoughts on “Twitter Analytics: Phots and Videos Increase Engagement Rates

  1. PurelySocialMedia says:

    For sure! Almost everything we put on Twitter now includes an image because of this increase in popularity of visual marketing. There’s this quote by Joel Comm that says “A picture is worth 1000 words, and with only 140 characters, that’s a lot of bonus words.” It only makes sense to hop on team visual marketing.

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