How Brands Are Leveraging Over Twitter: 62% Focus On Engagement [REPORT]

Must Read

Hands-Free Resources: How Businesses Are Using AR to Make Workplaces Safe and Productive

The role of efficiency and ease in the modern world has become forefronted when it comes to technology, particularly...

Top Countries by App Downloads Q2 2021: India Dominates With 7 Billion+ Downloads [REPORT]

As the adoption of smartphones and the Internet has increased over the last decade, so has the number of...

TikTok Is Now The World’s Most Popular Non-Facebook App With Record 3 Billion Downloads!

When you think of the world's most popular apps, the first name comes into your mind: Facebook. If not,...

As brands continue to increase investments in Twitter as a communication increasing opportunities arise to learn from the activity taking place on the and how to better use it to your advantage from a business perspective.

Brandwatch report, which has studied over 10,000 random tweets has established some key trends that will impact the way we use Twitter and how brands on Twitter use this site in 2013. The study also gives away Twitter business strategies for this year.

The results, which analyzed brand mentions and consumer voice, are especially important for brands to understand Twitter as a communication channel.


Tweet types

  • As you can see below Twitter is approximately 62% engagement, 38% broadcast. Females are also more likely to retweet than males, but replies were 18% more often authored by males.
  • Also, it was noticed that TV/Film, Sport and Music are the most popular topics of Twitter conversation.

types of twitter tweets_2013

  • Another interesting statistics was that brands were mentioned more than both music and celebrities – 3.6% of all tweets mention brands, more than the number discussing music or celebrities.
  • Based on the sample, a staggering 12,600 tweets per minute have a brand mentioned, no surprise here for the impact social media is having on businesses.

Gender analysis

  • Gender analysis also plays a key part in what users tweets about. Males dominate topics: Sport, Gaming, News & Politics, compared to Women: Television, Work, Education & Music.
  • Another interesting statistic is that female tweeters are significantly more likely to tweet about personal matters. 89% of females were indulged in conversations related to clothing/accessories and food/drink 73%. This reinforces the notion that twitter is more like an on-the-go network.
  • Not to surprise, male genders were more dragged to topics such as Technology (80%). Also the dates of analysed corpus greatly co-related to the release of iPhone, which greatly triggered the online buzz too.
  • However, B2C brands were far more prominent than B2B companies. Additionally the brand landscape of Twitter ranges from large names such as Amazon and Ford to smaller companies like Micro Scooters.

brand mentions in Twitter data

  • Clear differences in the behavior of males and females encountered when campaigns and measuring brand performance on Twitter were run. According to the report males also complain more frequently, while females talk about purchase experiences.
  • The most drastic gender difference was seen in those entering competitions via Twitter. The majority of tweets driven by competitions came purely from hollow accounts and were used solely for this purpose.
  • In the hundreds of tweets about TV/film (3.75% of the total dataset), many expressed opinions about ads, some just passing views, some direct responses to the brands.

So this year brands need to be cautious when comparing the customer service or promotional performance of brands with differing target audiences.

Twitter is a unique source of opinions and experience about brands. so brands need to understood, analyse and act upon in order to develop campaigns for your target audience.

Brands need to engage with Twitter in a similar manner to your audience in order to maximize authenticity and develop a human persona. For example, comment and take part in huge events, and where appropriate, talk personally about experiences and immediate surroundings.

If you want to keep one step ahead of the competition ensure you keep a weekly calendar of any major social events, and keep up-to-date with news worthy content.


  1. @TweetSmarter utterly strang 😉

  2. Thank you for covering our research, we’re glad you found it of interest. 
    Jasmine Jaume, Community Manager, Brandwatch


Please enter your comment!
Please enter your name here

Latest News

Top Countries by App Downloads Q2 2021: India Dominates With 7 Billion+ Downloads [REPORT]

As the adoption of smartphones and the Internet has increased over the last decade, so has the number of...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded and unparalleled...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter, with a...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one of the...

More Articles Like This