On the 19th September 2016, Twitter finally implemented changes to the content it counts within its 140 character limit.
This means you no longer use up any characters when posting either native video, images or GIFs.
Now that including richer content doesn’t come at a cost of 23 characters, you have to choose which of these three content formats will drive the greatest engagement (retweets and likes in the case of Twitter).
In recent best practice releases, Twitter has helped marketers by providing guidance (though sometimes in quite a cryptic fashion) as to how various different content formats perform on the platform.
Here at Pretty Pragmatic, we’ve taken it upon ourselves to make sense of this in as simple a manner as possible (no cryptic stuff here!).
So, the numbers behind this (and their sources):
Twitter recently released research stating “videos are six times more likely to be Retweeted than photos and three times more likely than GIFs” (see bullet point 4 at the bottom of the article).
Whilst prior to that, Twitter had stated that tweets with images generate 313% more engagement than tweets that are solely text.
Therefore we can boil it down to the image above, and create a hierarchy of performance between the various different content formats on Twitter.
As these stats are platform wide, there’s no accommodating for different personas and audience segments (to help you with that, we’ve shared our persona development structure here).
It’s worth bearing in mind that the response to different content, especially for niche audiences, can vary significantly to these numbers from broad audience research.
We’d also recommend taking a look at our content mapping structure. There you’ll see the best practice of how to structure your various marketing content, be it on Twitter or elsewhere, in a customer-centric manner through the customer journey.
And there you have it, a league table of the content formats now available for you to post on Twitter that no longer come with a cost of characters in your tweets.