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Twitter Study H1 2016
quintly analyzed 30,000 Twitter profiles with different follower counts during H1 2016.
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This semi annual study of 2016 will help marketers understand the distribution of engagement on Twitter. The numbers will give insights into specific details of usage and strategy of this channel.
By clustering profiles and pages in six different sized groups, every marketer is able to benchmark their own performance against the individual average.
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Follower growth falls by 40% compared to first half of 2015 Growth rate levelled off at 4% in 2016
The first half of 2016 shows that the average follower growth on Twitter remains stable. However, compared to the first half of 2015 we revealed that the growth declined by 40%. This could indicate that Twitter activity was becoming more saturated.
As part of many marketing strategies, the follower growth is an important indicator for the success of a business on Twitter. More followers enable brands to reach a broader audience.
Chart: Monthly follower growth of analyzed profiles during H1 2015 & 2016
Data Source: quintly analyzed 30k Twitter profiles. Data Period: First half of 2016.
10.0%
JAN FEB MAR APR MAY JUN
7.5%
5.0%
2.5%
0.0%
H1 2015 H1 2016
Number of daily tweets remain consistent Businesses keep up the pace with tweets
Twitter users focus on creating a constant flow of content for their follower base. The number of daily posts slightly varies from month to month, but remains stable between the years.
The chart shows the number of daily tweets in 2016 has been continuing in more or less the same frequency as in the first half 2015.
Chart: Daily tweets on Twitter
Data Source: quintly analyzed 30k Twitter profiles. Data Period: First half of 2016.
JAN FEB MAR APR MAY JUN
H1 2015 H1 2016
6.0
4.5
3.0
1.5
0.0
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Compared to 2015, the first half of 2016 shows a rise in the overall interaction rates. The interaction rate consists of all retweets, favorites & replies divided by posts and followers, excluding the profiles that have more than 10 million followers.
The graph indicates that the overall iInteraction rate has risen compared to 2015. Especially smaller profiles are more prone to like, reply and retweet the content of other users.
Chart: Overall interaction rate on Twitter
Data Source: quintly analyzed 30k Twitter profiles. Data Period: First half of 2016.
Overall interaction rate rises in H1 2016 Gain of overall interaction for smallest profile has risen
1-1K
1K-10K
10K-100K
100K-1m
1m-10m
10m+
0.08 0.150 0.23 0.30
H1 2015 H1 2016
Interactions for biggest profiles decreased by 58% Smaller profiles remain unchanged whereas the biggest profiles show drastic changes
The biggest profiles interactions massively declined by 58% although the number of daily tweets has been almost unchanged during H1 2015 and 2016.
We discovered that larger Twitter profiles are heavily losing audience attention.
Chart: Interactions on Twitter
Data Source: quintly analyzed 30k Twitter profiles. Data Period: First half of 2016.
1-1K 1K-10K 10K-100K 100K-1m 1m-10m 10m+
H1 2015 H1 2016
6000
4500
3000
1500
0
1,982
4,767
66 71 204 23312 173 41 1
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The amount of retweets is steadily declining Profiles are less likely to retweet compared to 2015
Retweets are used less by Twitter users. The declining trend of retweets has been observed over a period of six months.
This means that users are focusing on their own content rather than retweeting, as the own tweet frequency remain unchanged, seen in the previous chart.
Chart: Average amount of retweets
Data Source: quintly analyzed 30k Twitter profiles. Data Period: First quarter of 2016.
JAN FEB MAR APR MAY JUN
H1 2015 H1 2016
250
225
200
175
150
Downfall in mentions on Twitter Decreased average mentions coincide with decreasing interaction rates
In particular, the biggest profiles analyzed endure a loss of interactions and here we see an example of a significant decrease in mentions.
This downfall trend of average mentions on Twitter has been observed similarly to the decline of interaction rates. It is a further indicator for lower engagement on Twitter.
Chart: Average mentions on Twitter
Data Source: quintly analyzed 30k Twitter profiles. Data Period: First quarter of 2016.
10m+
1m-10m
100K-1m
10K-100K
1K-10K
1-1K
40,000 80,0000 120,000 160,000
H1 2015 H1 2016
137,594
58,165
32,091
25,234
7,794
5,713
1,236
852
188
120
17
12
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