In research conducted with 200 brand advertisers, Twitter has found that brands with a consistent organic tweeting policy can reach an audience equivalent to 30% of its follower base during a given week, while tweeting two to three times a day helps to maximise organic reach. Moreover, when a consistent strategy was coupled with engaging content, a reach equal to 95% of a brand’s follower base could be achieved. Among the 200 active brands analysed in Twitter’s studies, three tactics emerged as being particularly useful for driving organic reach including:
Leveraging real-time cultural moments such as award shows
Mentioning influencer usernames with large followings or high-volume hashtags, and
Including auto-expanded photos or videos paired with short, conversational copy. While these tactics are imperative to the successful usage of Twitter, it’s still the brands that promote their content who can best take advantage of these opportunities. Read more on Twitter’s findings below.