Maximizing the Lifespan of Your Tweets

Ever wonder if people are actually seeing your tweets?

The odds are against you.

On average, the engagement lifespan of a tweet is somewhere between 18-minutes and 24-minutes. In my own research, I’ve found that most small businesses that say they value Twitter will post an average of once a day. If that is you, here’s what the lifespan of your tweet means for your visibility:

If you tweet once a day, you have a 1.25% chance of someone seeing it.

I did come across a few small businesses that said they valued Twitter but only chose to post once a week. If that’s your business, here’s what that means:

If you tweet once a week, you have a .18% chance of someone seeing it.

Given what you know now, you can either decide that Twitter ultimately isn’t worth your energy (and you should probably just kill it), or you can up your game by increasing your frequency.

Here are 3 practical thoughts on how small businesses can get more out of the lifespan of their content on Twitter:

Post during peak times.

Get to know your twitter analytics and your target audience to understand the best times to tweet during the day. There’s great information in this post that says users are most active on Twitter between 11am-1pm local time, with the peak time for posting being 12noon-1pm local. Take that into consideration and remember time zone changes.

Write your tweets in advance.

When you’re writing a blog post, look for 3-4 tweetable quotes. Keep a swipe folder on your desktop filled with inspiration images, helpful tools, and resources that you can tweet. Use a social media management platform like Hootsuite to take all of that information, reimagine it into tweetable content, and schedule it out into the future. Writing all of those tweets in advance and in one sitting will maximize the energy spent and save you time.

Repeat tweets.

After you schedule 1 tweet for posting, copy and paste that tweet and schedule it again 3 days later, 1 week after that, and 2 weeks after that. Then save it in a document that you can reference even further down the road and schedule again.

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