• http://www.seo-theory.com/ Michael Martinez

    The easiest way to see how many people are paying attention to your tweets is to unleash a Tweetstorn and count the Unfollows.

  • Dan Shure

    Nice writeup as always! – but isn’t the difference with facebook that they pro-actively suppress the chance of your posts being seen? Twitter’s percentage is simply based upon timing, “followers” who haven’t logged in in months etc.

    These percentages aren’t surprising – I did an analysis of Ben Folds followers back in 2012 – and came up with generally the same impression % (less than 10%) http://www.evolvingseo.com/2012/10/22/ben-folds-twitter-analytics-with-followerwonk/

    Also if you export the report you can do the sorting mentioned. And there’s TONS of metrics in the export actually, including user profile clicks, detail clicks, hashtag clicks. My export went back to about Oct 2013 – not sure if they go back a certain # of tweets, or by date.

  • http://searchengineland.com/ Danny Sullivan

    Facebook filters what it shown; Twitter does not. The end result is the same. If Facebook didn’t filter and just did a “first in, last out” approach, there would be a constantly flowing stream of posts — just like Twitter. And just like Twitter, people would miss many of these posts, because people aren’t constantly on Facebook or working to “catch up” on what they’ve missed.

    But because people, until now, could only see the overall views for posts on Facebook, they focused on those figures — which give a low impression rate — to mistakenly assume that if Facebook would just show everything, they’d get more impressions.

    Now that we have impression figures from Twitter, we can see what would happen if Facebook changed with real metrics — and metrics that suggest you’d still have low impressions.

  • Dan Shure

    Thanks! Yes, I think we’re on the same page about the end result being the same. I’m just not sure I like facebook’s method and prefer how it happens more naturally on Twitter.

  • http://busterbenson.com/ Buster Benson

    We go back to October 1st unless you have 3200+ Tweets since then, in which case we only include the last 3200 Tweets.

  • Dan Shure

    Thanks – pretty impressed to get a reply from Twitter, actually.

  • http://busterbenson.com/ Buster Benson

    Any time. :)

  • http://tomdavenport.co.uk PlayMusic

    “One of the BuzzFeed tweets stands out for having many more impressions than the others, 225,054. BuzzFeed’s account has 1.02 million Twitter followers, so this means BuzzFeed earned a 22% overall impression rate.”

    Not quite right: a lot of those interactions are probably retweets. A retweet increases the impression rate. Impressions are not only from your followers, they can be from others who see retweets.

  • Pat Grady

    Every store I ever shopped at, maybe even just visited, or store’s related to or somewhat similar to something I visited, wants to “engage” me, using tactics that scale for them… silly math, from the consumer’s perspective. I think of this, as the “getting to know each raindrop” conundrum. Each raindrop wondering how they can get you to engage with them… while each person wants a bigger umbrella…

  • Katherine Watier Ong

    That’s because Twitter personalizes its Twitter stream to each of it’s users. I cover how Twitter uses advanced machine learning in my series of posts about social media personlization: http://watier.org/katherine/social-media-personalization-twitter/

  • Dan Shure

    This was very interesting, and I watched a lot of the video in the link about machine learning. I just didn’t see him mention anything really about someone’s home stream. He mentioned searches, who to follow, spam, discover, etc – was there something about someone’s home stream specifically?

  • http://www.mybirthdaye.com mybirthdaye

    That is very amusing to note. I got the reasons for the less engagement on my post on facebook. I will experiment on facebook to see if it drives me more engagement with same post more than once.

    I often see this in youtube, big brands changing thumbnail to attract variety of advertisers.

    With all this stats, one can now stop complaining about the less engagement in facebook. Informative post, I found it on Kingged.

  • Katherine Watier Ong

    Related to the home feed, Twitter has not published that they are personalizing it to the end user, but I have seen anecdotal evidence that they might be, and there are articles around an overall trend related to Twitter testing personalization in the home feed: http://www.psfk.com/2013/10/personalized-twitter-feeds.html#!beUpi8

    At the very least, I am clearly seeing certain tweets in my feed because those tweets have already been interacted with by those in my Twitter network.

    There is too much content being generated on each social media network and they are all working on using machine learning to personalize to the end user in one fashion or another.

  • Dan Shure

    Thanks – yeah I guess b/c I only have 102 people in my home feed, I doubt my feed is filtered. But I could see this happening for people following maybe 500+ people – I would love to somehow test to verify! Maybe other people just assuming this is happening, but it would seem like big news to me.

  • snowyphile

    It was nonsense, anyway.

  • http://LiveIntentionally.org Paul Steinbrueck

    One of the big differences between Facebook and Twitter is that nearly all Facebook posts are viewed on Facebook whereas the most active Twitter users view tweets on 3rd part apps like HootSuite. Seems like for that reason Twitter’s analytics dramatically under count the actual views and engagement, no?

  • http://searchengineland.com/ Danny Sullivan

    I haven’t seen stats that breakdown the percentage of people viewing tweets outside of Twitter’s own site and apps. But I suspect that’s actually fairly low, especially for the typical non-social media marketing types that most social media marketers are trying to reach. But let’s assume that at least half of those using Twitter do so with third-party options not tracked. Double the figures above, and they’re still pretty low.

  • http://voidstar.com/ jbond

    Twitter = WOM; Write-Only-Media

  • http://LiveIntentionally.org Paul Steinbrueck

    Thanks for replying Danny. That’s a fair point, though, I think for the Twitter stats to be really useful at some point we’ll have to do better than assume what they don’t include.

    I don’t know about other folks, but I follow people on Twitter for totally different reasons than I “like” a Facebook page. When I “like” a FB page it’s because I’m genuinely interested in seeing that organization’s FB updates. But when I follow someone on Twitter, it’s so they can DM me. For people/brands that I really want to see their updates, I add them to one of the lists I check. So, I follow 70k+ people but I’m really only watching a couple hundred.

    If other people have the same strategy, that inflates Twitter follow numbers which pushes down engagement %. So, I’m much more interested in actual views on FB & Twitter than %

  • Ian Vaisman

    Great analysis, but I am curious if you have any engagement rate data for promoted tweets as opposed to organic impressions. I’m very curious to find some benchmark for their ads since you get significantly higher impressions when running those.

  • Dr. Conspiracy

    I think the main reason for low impression percentages is wildly-inflated numbers of followers, the mechanisms of which have been written about elsewhere. I auto-tweet each time I write a new article on my blog. I have 525 followers and my impression count averages around 125, sometimes topping 200.

  • edie nd

    Your article is very interesting. What I’ve noticed is that almost all of my tweets are getting more impressions that I have followers.
    Those this mean that some people that won’t follow me for some reason (I would like to know why?) anyway visit my profile to read what I write?
    I find this very strange.