While there are a lot of questions lately about Twitter, it’s business model, and its role for brands in the social media landscape, one thing is certain: Brands are continuing to use it.
Below is an analysis for some of the world’s leading snack food brands. To start, notice their volume of posting on Twitter vs the other networks. Whatever is being debated about the value of Twitter for brands, in this industry, every brand posts on Twitter more than any other network. Usually the difference is by a wide margin.
So how are they posting on Twitter? The Posts chart below is an analysis of the overall posting volume, as well as a Posting Calendar breakout for each brand.
It’s notable that despite Twitter photos having been around since 2011, only half of this industry’s tweets were photos. While photos on Facebook have performed considerably better than text for a while now, and brands have reflected that in their format selection for Facebook posts, brands are still using text posts significantly on Twitter.
Lastly, let’s look at...