Images, GIFs or Video - Which Generates the Most Response on Twitter?
Here's an interesting one - in a recent Twitter Marketing post, the platform produced some new stats around the effectiveness of branded emoji.
And while that data is somewhat speculative - that 5.3 earned media impressions stat is clearly based on big name advertisers who already have established followings, making the baseline comparison somewhat irrelevant, while "emotional connection" is not a definitive metric - there was one particularly interesting note buried later down in the post.
"Videos are six times more likely to be Retweeted than photos and three times more likely than GIFs."
So that means that video content on Twitter is the most likely to be retweeted (6X more than photos), with GIFs coming in second (3X), then photos coming in last.
In addition to that, previous stats from Twitter have shown that photos generate 313% more engagement than those without.
So that means if you're considering what you should be posting on Twitter to generate the most reach and response, the priority list, based on overall figures, goes something like this:
- Tweets with images generate 3X more engagement than basic text updates
- Tweets with GIFs generate 6X more engagement than basic text updates
- Tweets with video generate 9X more engagement than basic text updates
It's interesting that they all increase in 3X increments, and that match is obviously only based on the overall estimates provided, but it does give some context on what types of content perform best on the platform, with the data coming direct from Twitter themselves.
Of course, it's all relative to your unique audience - you should test and experiment to see what your followers respond best to and work with that - but still, interesting to note as you go about your tweet planning.
And as for branded emoji - Twitter says that "the amount of attention ads receive increases by almost 10% when branded emojis are included". And definitely, there's some appeal to linking your hashtag to an emoji image, but not sure these latest data points truly highlight the benefits of the option.
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