Big brands are evidently getting much better at Twitter.
The social analytics player Simply Measured today said total engagement for marketers jumped 105 percent year over year in the fourth quarter. After studying Interbrand's list of the 100 Best Global Brands from Oct. 1 through Dec. 31, it also found that brands authored 11 percent more tweets year over year in Q4. Even with the extra messages showing up in users' Twitter feeds, brands grew their followers by 38 percent during 2014 as a whole.
Jeff Bullas, an independent digital branding strategist, said the data points indicate consumers are "becoming more comfortable engaging with brands on the network."
Below are other key findings from his company's Q4 report:
- Of Interbrand's 100 top brands, 95 tweeted at least once a day.
- More retweets and customer service-related replies caused overall brand posts on Twitter to lift 25 percent year over year.
- Nearly half (48 percent) of companies replied to at least one tweet per day.
- And 91 percent of brands replied to at least one user during the quarter.
- Per-tweet engagement rose from 91 average interactions in Q4 2013 to 168 average interactions a year later.
Lastly, these stats seem to particularly bode well for retailers such as Target that leaned in with Twitter during the last holiday season.