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“People that start to Buffer their Tweets increased clicks on links they posted by 200% within 2 weeks of using. The amount of retweets doubles on average. Finally Buffer users increase their follower count by 104 followers within 3 weeks on average.”
Obviously, the far more interesting question here is: Why are these figures happening?
I had a go at the results and looked at the causes of these increased clicks, retweets and followers. The results are very much in line with the suggestions of last time’s post:
1 – Tweet at Times Your Followers Are Online
Very often, we are reading at times, when it isn’t a great time to actually share on Twitter. In my case, I am usually reading posts late at night or early in the morning. According to the study Buffer’s suggested optimal times account for the largest part of increased click rates on Tweets sent.
The algorithm for these times is based on general Twitter peak times, where most Tweeting activity is happening. Of course you can always go ahead and change these times if you wish to Tweet more frequently or at different times you consider best.
2 – Tweet Frequently, But Not Too Frequently
Another component was that Buffer made it a lot easier for users to Tweet more regularly and at a higher frequency. The features used the most for Buffering are the browser extensions for Chrome, Safari and Firefox. With it you can add any article you are reading to your Buffer with just one click, here is how this looks like:
Another feature was that it allowed users to Retweet more people by adding retweets to their Buffer. This happens via a Buffer button right inside Twitter.com that turns every Tweet into an old school RT.
An interesting point here, that actually feeds in from Dan Zarrella’s research, which is quite similar: Going over 4 Tweets posted per hour will drop your click through rate to literally zero. This is quite understandable as this many updates are just overwhelming for your followers.
3 – Promote Others More
Another very interesting find was that people who Tweeted a great variety of sources, averaged a higher click through rate than people who focused on one or only a very limited number of blogs.
Although you have already guessed that this is true, I find it very interesting that it can make such a big difference for your followers. The idea here is that you try to link to the best content you can find and do so by looking at a great variety of blogs that you Tweet. It is a great way to build trust and makes your stream way less self-promotional.
So yes, even though I tried to focus very much metrics for this post, it is interesting to show that the main driver of increased clicks and retweets, still remains to be engagement.
What are your thoughts on Buffer? Do you think it could help bringing up the direct return to your Twitter efforts too?
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