Earlier today, Wednesday, Dec 11, social media analytics company, TrackMaven, released one of the first ever studies on retweets, or post sharing on Twitter. Particularly, on what types of tweets, and what times seem to attract the most retweets, or "RT's" as they are called. The results are somewhat surprising, but nonetheless, provide valuable insight for marketers using Twitter.
Below are just a few of the results from the study, the rest can be downloaded in a free report on TrackMaven's website.
Tweet on a Sunday:
The results from TrackMaven's sample size, over 1,400 accounts and 1.7 million tweets, showed that tweets on a Sunday were more likely to be retweeted than any other day of the week. More than likely, this is attributable to less traffic on Twitter on Sundays, which means a tweet has a longer half life, or time it stays on someone's Twitter timeline, than usual.
Tweet late at night:
Along those same lines, TrackMaven's study also showed that tweets between the hours of 9:00 PM to 1:00 AM were at the highest chance of being retweeted. Conversely, tweets between the hours of 3:00 AM to 7:00 AM have the lowest chance of being RT'd. The peak being at 10:00 PM, where the study revealed an RT rate of almost 20 retweets per 1,000 followers; as opposed to the low at 6:00 AM, which had a rate of just 10. Meaning, at 10:00 PM, the chances of your tweet being retweeted and shared to others is almost double of that at 6:00 AM.
Interestingly enough as well, link positioning of tweets had a large impact on whether not a tweet received a share. Links being placed at the end of the tweet had a significantly higher chance of being shared than tweets with links at the front of the message, or in the middle. In fact, TrackMaven's study revealed that the odds of having your tweet shared almost double if the link was placed towards the last 25% of your message.
Other interesting results from the study showed that tweets with more exclamation points, more uppercase letters, and also tweets with pictures had higher chances of being retweeted. However, while the importance of using visual content is generally accepted by those in the marketing profession, the use of all uppercase letters and multiple exclamation points may not be the best idea for professionals.