A lot of clients ask QW Consulting questions about expected Twitter click results. How much traffic should you expect from Twitter? Is there a secret trick to get more clicks (like the length of the tweet or the position of the link in the tweet)? More importantly, clients want to know if you have to have a lot of followers in order to get results?

To help answer these questions, QW Consulting conducted a study of a smallsample set of clicks on large and small Twitter accounts. The results are below. All data was pulled in July 2011. The data looked at approximately 47 million clicks on 61,577 unique tweets from 120 Twitter accounts. For questions, please email info@qwconsulting.com.

Topics

Clicks & Followers

How many clicks does an account get on average? Do accounts with more followers get more clicks? This graph gives a relative measurement of activity at different follower levels. Measuring by followers, instead of raw clicks, gives a sense of account size and importance. Note that measuring clicks per follower is not the same as measuring a click through rate as followers are not impressions. However, from these numbers you can get a general sense of what kinds of activity levels are normal on Twitter at different follower levels.

twitter clicks per follower

Data Table (From Sample Set)

Followers Low Followers High Clicks Per Follower (Average)
All records All records 1.107%
0 500 3.281%
501 1,000 1.182%
1,001 5,000 0.372%
5,001 10,000 0.249%
10,001 50,000 0.976%
50,001 100,000 1.068%
100,001 500,000 0.320%
500,001 10,000,000 0.398%

Clicks & Length

Does the length of the tweet matter? These graphs looks at length in characters and length in words compared to clicks. It shows a relative measurement of clicks per tweet at the different lengths. That way the numbers aren't skewed because of a higher volume of tweets at different lengths.

twitter clicks per character length

twitter clicks per word length

Data Table (From Sample Set)

Character Low Character High Tweets (Raw Count) Clicks (Raw Count) Clicks Per Tweet
0 29 82 384,957 4,694.60
30 39 343 405,608 1,182.53
40 49 1,328 762,030 573.82
50 59 3,250 2,607,035 802.16
60 69 5,918 4,308,239 727.99
70 79 7,503 5,465,388 728.43
80 89 7,320 5,314,802 726.07
90 99 6,022 4,583,600 761.14
100 109 4,329 4,839,662 1,117.96
110 119 3,446 4,917,259 1,426.95
120 129 2,778 3,462,412 1,246.37
130 139 16,990 7,123,807 419.29
140 500 2,268 2,637,885 1,163.09

Data Table (From Sample Set)

Word Count Tweets (Raw Count) Clicks (Raw Count) Clicks Per Tweet
4 62 275,823 4,448.76
5 66 202,811 3,072.89
6 127 333,169 2,623.38
7 361 515,410 1,427.73
8 790 506,768 641.48
9 1,463 1,046,340 715.20
10 2,398 1,921,068 801.11
11 3,448 2,514,643 729.30
12 4,404 2,895,492 657.47
13 4,937 3,470,094 702.88
14 5,008 3,258,852 650.73
15 4,534 2,702,163 595.98
16 3,898 2,111,694 541.74
17 3,463 2,683,128 774.80
18 3,071 3,389,101 1103.58
19 3,102 3,261,570 1051.44
20 3,216 2,360,728 734.06
21 3,567 2,356,677 660.69
22 3,621 2,429,962 671.07
23 3,304 2,321,643 702.68
24 2,677 1,549,840 578.95
25 1,887 2,562,742 1,358.10
26 1,133 1,134,946 1,001.72
27 570 333,125 584.43
28 274 299,119 1,091.68
29 126 365,921 2,904.13
30 45 9,807 217.93
31 17 38 2.24
32 5 10 2.00

URL Position

Does the starting position of the link in the tweet matter? Like the length graph, this graph shows a relative measurement of clicks per tweet at the different URL positions. That way the numbers aren't skewed because of a higher volume of tweets at different positions.

twitter clicks per follower

Data Table (From Sample Set)

Position Low Position High Tweets Clicks Clicks Per Tweet
Start 29 3,120 8,922,629 2,859.82
30 39 4,066 2,273,918 559.25
40 49 7,176 4,018,628 560.01
50 59 7,729 5,592,197 723.53
60 69 6,977 4,101,043 587.79
70 79 5,518 3,454,690 626.08
80 89 3,787 4,647,910 1,227.33
90 99 2,950 4,485,062 1,520.36
100 109 2,476 3,108,887 1,255.61
110 119 15,939 5,392,470 338.32
120 129 1,769 815,193 460.82
130 139 7 52 7.43
140 Max 63 5 0.08

Tweet Volume

Do more tweets with URLs in them produce more clicks? This graph looks at the total volume of clicks and sees which types of accounts get a larger share of those clicks (those who post more URLs or fewer URLs). Like with the length graphs, this measures clicks per tweet at the different percentages so as to avoid skewing the numbers because of a high volume of tweets at different percentage levels. This graph shows filtered data to remove the accounts with abnormally high clicks while the table shows all the available data. The results in both cases are the same.

twitter clicks per follower

Data Table (From Sample Set)

Less than 20% 624 390622 0.83% 625.99
20-39% 2028 1179331 2.52% 581.52
40-59% 4100 19523555 41.71% 4761.84
60-79% 4815 816144 1.74% 169.50
80% or more 50010 24903032 53.20% 497.96

Tweet Longevity

How long do tweets get clicks? Does it change with more followers? This graph looks at the power of tweets as a long term traffic driver. Comparing it by followers helps break out the difference between different account sizes.

twitter over time

Data Table (From Sample Set)

Followers Low Followers High Day Of Post 1 Day After 2 Days After 3 Days After 4 Days After 5 Days After 6 Days After 7 Days After
All Records All Records 81.641% 13.6381% 2.0554% 0.9482% 0.6627% 0.4434% 0.3522% 0.259%
0 500 93.3021% 5.1098% 0.6254% 0.2839% 0.1769% 0.1851% 0.2345% 0.0823%
501 1,000 60.8018% 28.0556% 7.9976% 1.4645% 0.6142% 0.5939% 0.3105% 0.162%
1,001 5,000 75.9905% 13.8413% 3.5385% 2.1838% 1.6274% 1.0165% 0.8401% 0.9619%
50,01 10,000 71.9417% 9.0988% 4.0705% 2.808% 3.8311% 4.9195% 1.502% 1.8285%
10,001 50,000 54.3318% 13.0632% 7.6409% 5.8992% 5.8157% 4.9589% 4.4741% 3.8162%
50,001 100,000 84.32% 11.5303% 1.6964% 1.0186% 0.6011% 0.3924% 0.2881% 0.1531%
100,001 500,000 86.2443% 8.9754% 1.9681% 0.7497% 0.7854% 0.5256% 0.5441% 0.2075%
500,001 10,000,000 81.0191% 14.7782% 1.9846% 0.8845% 0.5431% 0.3428% 0.2395% 0.2083%