Tax Time Study: TurboTax Generates Massive Engagement (And Rarely Tweets Before Noon)

If you're looking for ways to really connect with your fans, TurboTax might be a good brand to look into.

It’s around this time of year when tax services really double down on advertising, trying to get the last few people to file.

Social marketing is a big part of tax prep companies’ plans to get the word out about special offers and deadlines.

Unmetric tracked the social performance from Feb. 1 through March 17 of some of the biggest players in the industry—Jackson Hewitt, Liberty Tax, H&R Block, TaxAct and TurboTax—finding that H&R Block gets the most overall engagement on Facebook while TurboTax generates more conversation on Twitter.

If you’re looking for ways to really connect with your fans, TurboTax might be a good brand to look into. Unmetric found that more than 60 percent of TurboTax replies happen in 15 minutes or less. The company apparently also monitors when fans are most active and posts content at those times—not just following general standards.

On Twitter, while H&R Block has the biggest follower count of any tax services tracked, TurboTax is growing the fastest.

Screen Shot 2016-04-01 at 8.38.48 AM

H&R Block is also the most active on Twitter, but TurboTax is by far the most engaging tax prep service.

Screen Shot 2016-04-01 at 8.41.33 AM

Further data from Unmetric shows that TurboTax is by far the best at replying to questions on Twitter, something other brands seem hesitant to do. More than 60 percent of replies from TurboTax happen in 15 minutes or less.

Screen Shot 2016-04-01 at 8.44.40 AM

Screen Shot 2016-04-01 at 8.52.08 AM

Interestingly enough, TurboTax also tweets most often in the afternoon and evening, while the other companies spread out their tweets more evenly.

Screen Shot 2016-04-01 at 8.50.12 AM

Even with the massive Twitter engagement generated by TurboTax, most of the positive sentiment is still reserved for H&R Block.

Screen Shot 2016-04-01 at 8.55.18 AM

On Facebook, it’s H&R Block that gets the most engagement — but TurboTax generates the most comments of any brands monitored.

Screen Shot 2016-04-01 at 8.56.47 AM

TurboTax has the most fans on Facebook, and they’re also growing the fastest.

Screen Shot 2016-04-01 at 8.58.11 AM

While TaxAct replies to the most amount of comments on Facebook, TurboTax generates replies the quickest. They also get the most comments: 64 percent of all comments monitored were posted on TurboTax Facebook posts (H&R Block was next at 22 percent).

Screen Shot 2016-04-01 at 9.03.31 AM

Readers: Which tax prep service is your favorite?

Top image courtesy of TurboTax on Facebook.