If you’ve been on Twitter long enough and use the social platform to share content from your blog or website, and have built a certain level of authority and expertise, after a while you’ll begin to notice automated sharing and retweets of your stuff, often from the same sources. This can be great for traffic and awareness, but it’s a pretty hollow stamp of approval, as your content has obviously been passed on blind.
Other times, you’ll organically share a link to a long article that is retweeted so quickly by someone who follows you that you’ll think to yourself, “There’s no way you could have read that.”
What does it all mean?
Hubspot’s Dan Zarrella looked at more than 2.7 million tweets that contained links and found that there is almost no correlation between retweets and clicks. Indeed, 16 percent of the analysed tweets generated more retweets than clicks, which leads us to only one conclusion – many Twitter users will blindly retweet something without even looking at it.
Indeed, and in my personal experience, the more established and followed you (or your brand) are on Twitter, the more likely this is to happen. We’ve all seen the most inane B.S. from the most inane celebrities getting blindly retweeted into oblivion, even when it contains links. Again, this feels like it should be great for web traffic (and even your ego), but you might want to take some of those shares with a healthy pinch of salt.
Zarrella has documented his findings in this infographic.
Don’t despair. This isn’t all negative. There are many things you can do to proactively increase your retweet chances, and smart marketers will keep a close eye on the correlation between link traffic and Twitter shares to ensure their efforts are being maximised.