You must be aware of Twitter Threads by now. Tweet Threading allows you to tell a developing story or resurface a related Tweet. The Threads help you effectively promote your brand over Twitter.

We can create Tweet Threads in two ways.

Buffer contributor Alfred Lua has shared the results of an experiment that revealed how Twitter Threads can increase reach, engagement, and referral traffic.

Talking about the experiment, Lua says, “The objective of the experiment was to test if repurposing our blog posts into Twitter threads can 1. increase our Twitter reach and engagement, and 2. drive more traffic to our blog than tweets with a link.

Our plan of execution was very straightforward:

  1. For each blog post, publish a Twitter thread and a simple link tweet (ideally at the same time, a few days apart).
  2. Record the stats after one to three days

The next step was to draft out the threads and publish them. For this, I worked with our amazing social media manager, Bonnie Porter. I repurposed 10 blog posts into threads while she published them at our best times to tweet.

Here are the patterns I see from our results:

1. Twitter threads tend to get more impressions

The number of impressions was higher for all the first tweet of the Twitter threads than for the tweet with a link. On average, the threads received 63 percent more impressions”.

Can Twitter Threads Increase Reach, Engagement, and Referral Traffic? An Experiment

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