Twitter Facebook LinkedIn Flipboard 0 For small business advertisers on Twitter, it’s important to know the exact type of tweet that gets the most engagement from users on that platform. After all, ROI is at stake and no dollar need go to waste. To help SMBs better understand the desires of their target audiences, Twitter examined 190,000 promoted tweets from SMB advertisers for statistically significant differences between the mean engagement rates. The results of that examination pointed to the following key themes as successful advertisement criteria: Length: Promoted tweets under 100 characters get 18% more engagement Tools: Promoted tweets with Website Cards get 43% more engagement Rich Media: Promoted tweets with rich media get 313% more engagement and 52% more retweets. Tweets with Vines instead of just a photo, for instance, receive 246% more engagement. Responsiveness: Promoted tweets from accounts that reply to users on Twitter at least 1 time per week see 18% more engagement In all, the study found that brands will see the most ROI from Twitter campaigns if they punctuate organic activity with 3-6 promoted tweets under 100 characters each, give clicks context via Website Cards, get creative with rich media (e.g. Vines and photos), and have frequent conversations with customers on Twitter outside of their promoted tweet efforts. For additional information on how to increase your ROI from Twitter advertising, it’s smart to also note that different target audiences on Twitter react differently to the content focus on promoted tweets. New data from studies conducted by Twitter with Millward Brown and Crimson Hexagon reveal five different shopping funnels for Twitter users based on brand industry. Below is what you need to know about how users engage with different kinds of brands on Twitter before making a conversion. Big Box Retailers Purchase funnel hotspot: Evaluation Top sales driver: Customer service Recommendation: To maintain or grow your market share, make sure your customer support is competitive. Consumer Electronics Purchase funnel hotspot: Post-purchase chatter Top sales driver: Advertisements Recommendation: Create incentives for people to tweet about their purchases and release buzz-worthy advertisements. Apparel Purchase funnel hotspot: Purchase intent Top sales driver: Price Recommendation: Use engaging promoted tweets with images to promote deals and sales and drive traffic to your online store. Home Improvement Purchase funnel hotspot: Conversion Top sales driver: Seeking suggestions Recommendation: Use visually engaging tweet formats to distribute branded home improvement how-to’s, and include links to product pages where users can easily convert to purchase within a click or two. Grocery/Pharmacy Purchase funnel hotspot: Interest/consideration Top sales driver: Recommendations Recommendation: Share product recommendations that align with trends and meet the needs of your customers. In all, listen, respond and connect to your Twitter audience in a human-way, providing them with updates as to new products and educational information, rather than trying to convince them to buy. This holds true no matter your brand industry. Twitter Tweet Facebook Share Email This article originally appeared on The Bigcommerce Blog and has been republished with permission.Find out how to syndicate your content with B2C Author: Tracey Wallace Follow @tracewall Tracey is the Editor-in-Chief at BigCommerce and Founder and CEO of <a href="https://dorissleep.com/" target="_blank">Doris Sleep</a>, a bed pillow company. … View full profile ›More by this author:Headless Ecommerce is One Way. Headless CMS is Better, and the Future8 Ecommerce ERP Integration Patterns & Data Orchestration FrameworksWhy the Former Sales Tax Director of South Dakota’s Department of Revenue Wants You To Take a Deep Breath