According to a study conducted by Twitter, adding videos, photos and links to tweets significantly lifts the number of re-tweets. The social networking site conducted the research on different sectors like TV, News, Government and Politics, Music and Sports and interestingly, all segments showed different results.
Twitter's Data Editor Simon Roger posted in the official blog that if all the areas were accessed collectively, the results showed:
- Photos average a 35% boost in re-tweets
- Videos get a 28% boost
- Quotes get a 19% boost in re-tweets
- Including a number receives a 17% bump in re-tweets
- Hash-tags receive a 16% boost
According to the blog post, Twitter studied and analyzed more than 2 million tweets sent by thousands of users in a month. It picked up verified accounts that typically have thousands of followers. Then it looked at the number of re-tweets in that dataset with photos, videos, links or hash-tags and compared that to the average numbers of re-tweets for that collection of accounts during that period. The result showed that users do not engage equally with all tweets but adding these “hard features” increases the chance of re-tweets.
In case of the TV industry, quotes are the main driving factors of re-tweets. The result showed:
Whereas, for the news sector, photos were the driving element. According to Twitter, if for example a reporter gets 100 re-tweets on every tweet, then adding photos to the post can raise the number to 127.
Turning to Government and Politics, photos can boost the re-tweets to 62% higher than what the post would have normally received. Adding pictures proved to be the most effective strategy in case of Government and Politics than any other segment.
No doubt, tweets in the music industry were triggered by video URLs, with the study showing a 35% rise in the number of re-tweets as a result of adding videos.
Verified sports users' most re-tweeted tweets again contain photos, with 48% more re-tweets than they would expect to get anyway.Twitter Study Shows Which Tweets Get the Most Engagement!,