According to CEO of Chartbeat Tony Haile, the average reader only spends 15 seconds reading digital content. That means, by the time you finish reading this paragraph, many of your comrades will have already moved on to another article.
Sharing valuable and engaging content in 140 characters is not easy, but if we trust Tony Haile’s analytics—in today’s world, it’s absolutely essential. This is not to say that long form content is irrelevant. Long form content is crucial in building an SEO presence, and will undoubtedly provide more value to readers searching for in-depth solutions. But fortunately for marketers, Twitter filters out these long form seekers by providing a platform dedicated to short form content. Readers are endlessly scrolling through dozens of Tweets hoping that something will grab their attention. Sure, you can post links to videos and website articles—But what is it that compels users to click on those links? Yup, you guessed it—the 100 or so characters that surround those links.
So what should you focus on when creating a tweet?
Part of the answer lies your company’s voice and objectives. But the other part lies in analytics. Here are some cold hard facts that might help you decide what to include in your next Tweet provided by Bufferapp.com:
- “Tweets that include links are 86% more likely to be retweeted."
- “Tweets with hashtags get 2x more engagement."
- "Tweets with less than 100 characters get 17% more engagement."
- “Tweets with image links get 2x the engagement rate of those without.”
- How you structure Tweets matters…a lot.
- Don’t dismiss longform, just use Twitter to as a portal to it.
- Content variety is key: links, images, hashtags etc.