SIMPLY MEASURED Q4 2014 TWITTER BENCHMARK REPORT

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

Download the Full Study

Simply Measured Q4 2014 Twitter Benchmark Report