More Than 140 Characters: How Images Drive Twitter Engagement


There are two major challenges a new Twitter user faces…the first is the sheer amount of content produced in a timeline and become overwhelming. The second potential problem is that the nomenclature, from hashtags to retweets — isn’t always intuitive, and can be off-putting to some.

Despite these challenges, Twitter has amassed an impressive user base, exceeding 300 million worldwide. Many of these users stay engaged on the platform…which makes Twitter a ripe opportunity for those who figure out how to reach them.

Standing out           

The key to marketing success on Twitter is based on taking the two challenges above (volume, and hashtags/retweets) and using them to your advantage. To do this, you need to go beyond text. To truly stand out, you need to use images. These should be visually appealing and incorporated as often as possible.

Did you know? According to industry studies, using images on Twitter dramatically increases engagement, and can help you build a following much faster. Tweets with images are retweeted 150% more often, and favorited 100% more.

What types of images should you use?

There’s no one right answer to this question. It depends on your audience and your brand. You need to understand who your followers are, and post content that resonates with them. Having said that, there are asset classes that perform well for many companies…

Infographics are one of the most popular marketing tools out there. While you can’t typically fit an entire infographic into a Twitter image, you can put one or two key insights from that infographic, along with a link to the full graphic. Another option is to use photographs that have an emotional appeal of some kind — this can be anything from cute pets or children to a social cause of some kind. Whatever you decide to use, the key is to know your audience, then appeal to them visually.

If you want to learn how to take your social media and branding to the next level, reach out to our team. Up next, we’ll discuss the platform that’s all about images: Instagram.