Ranjani Raghupathi
Oct 3, 2017

On Twitter, optimise for engagement, not output

This edition of Unmetric's Engagement Meter focuses on Twitter, including evidence that engagement is rising and the top posts and hashtags from the past month.

Vivo
Vivo

In the Engagement Meter column, Unmetric, a social-media intelligence firm focused on brands, presents trends in social media and recent top-performing brand posts from around APAC. This edition looks specifically at trends, content and hashtags on Twitter.

This edition's insight

1,507% more interactions on Twitter in 2016 when compared to 2013.

In a recent study on the American Auto industry, even though the amount of content published by auto companies on Twitter fell to levels seen in 2013, the number of interactions on each tweet has grown significantly. This growth has been primarily driven by more 'Likes' (formerly known as favorites) on the content and, to a lesser degree, more retweets. This means even with lesser content, brands are able to get more interaction. This might be a good opportunity for companies to recaliberate efforts and optimize for better engagement.

Top Tweets (Sept 1 through 24)

1. Acer Japan
Engagement – 1,000*

2. Vivo Malaysia
Engagement – 1,000

3. Garnier Philippines
Engagement – 1,000

4. KFC Malaysia
Engagement – 1,000

5. AIS Thailand
Engagement – 1,000

 

Top hashtags (Sept 1 through 24)

1. Oppo India
Hashtag: #oppof3
Number of User Tweets – 15,495

2. Audi India
Hashtag: #AudiQuattroCup
Number of User Tweets – 10,645

3. Bajaj Allianz India
Hashtag: #knowyourinsurance
Number of User Tweets – 5,800

4. Godrej India
Hashtag: #WorldOzoneDay
Number of User Tweets – 5,048

5. ShaadiDotCom
Hashtag: #realpeoplerealstories
Number of User Tweets – 5,033

 

* Unmetric's Engagement score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has.  

Ranjani Raghupathi is a marketing manager at Unmetric. You can follow her on Twitter @ranjanithinks.
 

 

Related Articles

Just Published

21 hours ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

21 hours ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

22 hours ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

22 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.