A few months ago, we started using a different metric to measure the performance of Tweets from the @Hootsuite handle: engagement rate. In Twitter Analytics, this represents the number of engagements divided by the total number of impressions. For example, if you had 5 people engage with your Tweet by either clicking the link or expanding the media contained within it, and 500 people in total noticing your Tweet on their feeds, your engagement rate will be 1 percent. Since the total reach of the @Hootsuite Twitter account is quite wide, our best-performing Tweets usually get over 2 percent engagement.
Once our key performance indicator changed, so did our idea of what makes a good Tweet. So this time, instead of drawing lessons from best Tweets as determined by a third-party app, we’ve decided to share what we learned from Tweets with the highest engagement rate. If some Tweets look familiar, we have indeed discussed a few of them in another post; but as we looked at the engagement rates more and more often, we started noticing trends for composing Tweets that we thought were worth revisiting…
