July 5, 2017

Repurposing Top Performing Tweets

By MakalaArce

Generic outperformer chartAbout a month ago I set out to share some insights from our Q1 metrics with the following blogposts:

This final post of my metrics series highlights a high-impact strategy you can begin applying today: reposting successful Twitter content for above average engagement.

In Q1, we published 1.5K tweets from our @MayoClinic Twitter account. These tweets received a total of 93.3K engagements (likes, replies, and retweets), with the average tweet receiving about 60 engagements.

As with any distribution, however, there were outliers that significantly outperformed the other tweets. For example, this tweet received almost 500 engagements:

We wanted to be sure we were capitalizing on these outperforming tweets. Since the half-life of a tweet is so short, we believed we could repost tweets like this after a week or so without our followers finding it repetitive.

What effect would this have? Could these tweets perform well a second time?

We reposted some of the top-performing tweets that were not time-sensitive. If a tweet continued to perform well, we continued to repost it. In total, we did this 189 times in Q1, and these “reposted tweets” received an average of 141 engagements per tweet, which was 91 engagements per tweet more than the average first-time tweet.

In total, our reposted tweets yielded about 26.6K engagements, which was over 28 percent of all our tweet engagements for the entire quarter.

Of course we look at the characteristics of top performers to guide the creation of new content. But simply reposting "greatest hits" on Twitter is one of the highest-impact, lowest-effort strategies we've seen for increasing engagements.

Does your organization repost some of its top-performing content on Twitter? If so, how does it perform?

Makala Arce is a Senior Communications Specialist at Mayo Clinic, and is a member of the Social and Digital Innovation (Star Wars) team.

Choose a message to share 
Can successful tweets perform well a second (or even third) time?
Ever reposted your top-performing content on Twitter? Might be time to give it a try.
How examining your most successful social media posts can guide the creation of new content:

Tags: Makala Arce, Mayo Clinic, Metrics & Analytics, repurpose, tweets, Twitter, Twitter

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