If you Want to Keep your Followers, Don’t Repeat Yourself

Don’t repeat yourself on Twitter. I repeat… do not repeat yourself on Twitter. That’s the message coming from a new study that examines why Twitter users stop following brands. And one of the main reasons is that the content becomes too repetitive. So if you find yourself typing out the same tweet, or bulk scheduling every day, you might want to rethink your tweeting strategy.

In The Social Break-Up report by ExactTarget and cotweet, it becomes clear that Twitter users are the most loyal and engaged social media group out there. So having a Twitter presence is a great start for a brand looking for some exposure.

However, Twitter users are also a bit different when it comes to their reasons for unfollowing a brand. While email and Facebook users are more likely to stop engaging with a brand because that brand sends out too much information too frequently, that doesn’t appear to be as big of an issue for Twitter users. Instead, content that becomes repetitive is the most-cited reason for a Twitter user to stop following a brand. In fact, 52% of those surveyed said they stopped following a brand because of this very reason.

Another 20% of Twitter users stopped following a brand because its Twitter feed became too “chit-chatty” – signalling that Twitter users are looking for tweets with value, not just those with spunk or personality.

However, a sizable chunk of Twitter users simply stop following a brand because they feel their Twitter feed is too crowded with marketing messages. As the report notes, this may be a result of the user following too many brands at once, rather than the fault of any brand in particular.

So if you have a business Twitter account, remember: add value with every tweet, and don’t repeat yourself. Simple lessons, but effective for maintaining your Twitter following.