On Twitter, optimise for engagement, not output

In the Engagement Meter column, Unmetric, a social-media intelligence firm focused on brands, presents trends in social media and recent top-performing brand posts from around APAC. This edition looks specifically at trends, content and hashtags on Twitter.

This edition's insight

1,507% more interactions on Twitter in 2016 when compared to 2013.

In a recent study on the American Auto industry, even though the amount of content published by auto companies on Twitter fell to levels seen in 2013, the number of interactions on each tweet has grown significantly. This growth has been primarily driven by more 'Likes' (formerly known as favorites) on the content and, to a lesser degree, more retweets. This means even with lesser content, brands are able to get more interaction. This might be a good opportunity for companies to recaliberate efforts and optimize for better engagement.

Top Tweets (Sept 1 through 24)

1. Acer Japan
Engagement – 1,000*

??????&RT????????#Acer ?????FC???9/30(?)?????????!@AcerJapan ?????&?????RT??? #?? ? #???? ??????????????7?Android???????1??? #?????! pic.twitter.com/iZY6PsTYgh

— ??????(Acer Japan) (@AcerJapan) 23 September 2017

2. Vivo Malaysia
Engagement – 1,000

Dream BIGGER and drive your own life.#vivoMalaysia #V7+ #ClearerSelfie #PerfectShot #FullViewDisplay #ComingSoon pic.twitter.com/StfQfq2pdG

— Vivo Malaysia (@vivo_malaysia) 23 September 2017

3. Garnier Philippines
Engagement – 1,000

Happy birthday to our always-fresh-never-stressed Garnier girl, Maris Racal! ?????? https://t.co/Nm92BQPlOX

— Garnier Philippines (@GarnierPH) 22 September 2017

4. KFC Malaysia
Engagement – 1,000

Experience love at first bite over and over again with the KFC Cheezy Romano Crunch. Get it today from only RM13.50! pic.twitter.com/RVREui7gu2

— KFCmalaysia (@KFCmalaysia) 22 September 2017

5. AIS Thailand
Engagement – 1,000

?????????????????? ????????????????? ???????????????? ???????????????????? > https://t.co/FwrNCuvVcK #TomPeckmyAIS #peckpalit #??????????? pic.twitter.com/EkUVDCi6AD

— AIS (@AIS_Thailand) 21 September 2017

Top hashtags (Sept 1 through 24)

1. Oppo India
Hashtag: #oppof3
Number of User Tweets – 15,495

See how the contestants were all pumped up during the @TimesFreshFace event held at Delhi! #OPPOTimesFreshFace #YourBestDiwaliGift #OPPOF3 pic.twitter.com/ALBqNh6m0M

— OPPO Mobile India (@oppomobileindia) 24 September 2017

2. Audi India
Hashtag: #AudiQuattroCup
Number of User Tweets – 10,645

4 of 8 questions done, halfway through with our contest. On to question five. Keep those answers coming! #AudiquattroCup

— Audi India (@AudiIN) 15 September 2017

3. Bajaj Allianz India
Hashtag: #knowyourinsurance
Number of User Tweets – 5,800

Not sure what the right answer to the final question is? Here’s a hint: https://t.co/vGFrLgLraj #KnowYourInsurance

— Bajaj Allianz GIC (@BajajAllianz) 17 September 2017

4. Godrej India
Hashtag: #WorldOzoneDay
Number of User Tweets – 5,048

This is the easiest question that you’ll get today! Answer correctly & you may win amazing prizes. #WorldOzoneDay #ContestAlert pic.twitter.com/CHw2d3wqJt

— Godrej Appliances (@GodrejAppliance) 16 September 2017

5. ShaadiDotCom
Hashtag: #realpeoplerealstories
Number of User Tweets – 5,033

#RealPeopleRealStories Facebook #Contest is now LIVE!
Retweet if you are participating??
More Details: https://t.co/Ckt5iYHIdB#ContestAlert

— Shaadi.com (@ShaadiDotCom) 6 September 2017

* Unmetric's Engagement score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has.  

Ranjani Raghupathi is a marketing manager at Unmetric. You can follow her on Twitter @ranjanithinks.