Social

There is a New King of Twitter Engagement

By Mike Metzler

October 21, 2020

When Joe Biden won the presidential election in November 2020, he became a member of a very select group. Yes, he was only the 46th person to become President of the United States of America. However, he’s also one of the only politicians ever to attract more attention on Twitter than former president Donald Trump.

This became evident during the first week of Biden’s presidency when his tweets received more likes and retweets than former President Trump’s. This was happening even as Trump was making false claims of voter fraud.

When did Joe Biden go from having an average Twitter engagement rate, to surpassing the Goliath to Twitter users? And how can you increase your own Twitter engagement? Not to run for public office, but perhaps to promote your brand or message. Let us at Conviva explain!

When did Biden’s rise in Twitter Engagement start?

Before he was elected President, Biden had only beaten Trump at Twitter engagement rate once before. This happened between September 14-October 13, 2020. It was during this time Biden averaged 148.6k engagements per post while Trump averaged 136.1k engagements per post.

This was the best month ever on Twitter in terms of engagements per post, engagements per video, and audience growth, according to Conviva, the leader in global streaming media intelligence. Since the beginning of that year, a look at the monthly averages showed a steady increase by Biden in average engagements per post, average engagements per video, and increase in followers until he surpassed Trump in all three metrics in September 2020.

Line Graph Of Twitter Engagements Per Post For Biden And Trump

Biden also tallied his best video engagement during those 30 days between September and October. But he was slightly edged out by Trump after overtaking him during September.

Line Graph Of Twitter Engagements Per Video For Biden And Trump

A look at the follower growth of both accounts shows Biden had also been growing his follower count faster than Trump in the past 2.5 months. Trump had 87.3 million followers on Twitter compared to Biden’s 11 million.

Bar Graph Of Twitter Follower Growth Between Biden And Trump 2020

A breakdown of types of engagements per Tweet shows that, while Biden is closing the gap, Trump still had the upper hand in retweets, but during September 2020, Biden had surpassed Trump in generating more likes per tweet.

Line Graph Of Average Likes Per Tweet Between Biden And Trump 2016 Line Graph Of Average Retweets Per Tweet Between Biden And Trump In 2020

 

What happened to Biden’s Twitter engagement following the election?

What is clear is that Biden’s social media engagement and the audience have rapidly expanded since his election last November.  While Biden had amassed a mere 7.67 million followers during his campaign between January and October, he attracted 4.76 million more Twitter Followers in the first eight days of November alone.

 

What is Twitter engagement, and why does it matter?

Twitter engagement refers to all the ways people interact with your brand (i.e., Joe Biden) and his posts on his platform. This includes likes, retweets, and replaces and brand mentions, follows embedded media, and links. Essentially, it’s an indicator of how famous your brand is on the platform.

With a massive audience base of 330 million monthly active users as of 2019, it is one of the largest social media platforms in the world. It makes a tremendous contribution to brand visibility and growth. 

 

How to increase your level of engagement on Twitter?

The following are just a few of how Joe Biden might have increased his Twitter engagement during his campaign or how he can do it now as the 46th President of the United States.

1. Host a Twitter Chat

Twitter chats might have been around for years, but they are currently enjoying a surge in popularity as one of the many ways to increase audience engagement. If you are trying to develop a marketing strategy, consider hosting a weekly or monthly event that can help you build awareness of your brand, galvanize your community, improve customer service or increase idea-sharing. That’s where a Twitter chat can increase engagement levels.

Simply put, a Twitter chat should have a precise topic or question, a start and end time. The chats should be held at the same time each week and use a dedicated hashtag. They can be as deep or light as you want them to be. It’s entirely up to you.

2. Twitter Cards 

For those that are not familiar with Twitter cards, have you ever opened Twitter and watched a commercial, laughed at a YouTube video, or read an article. Then you’ve interacted with Twitter cards. These cards are designed to improve engagement because they drive traffic to your website. 

Twitter cards are easy to implement and can bring new life to your social media engagement strategy.

3. Twitter Ads 

By creating a Twitter Ad. and you automatically have engaged with your target audience. As a form of Twitter marketing, their ads put your name and products before your Twitter users. They raise awareness, begin conversations and increase engagement metrics. This results in more likes, retweets, users’ tweets, and profile visits, link clicks, to name a few.   

4. Tweet at the correct time of day 

Getting the timing right is one of the most critical factors influencing how well your Tweet performs or how many people engage with your Tweets. The reason for this is, Conviva’s analytics has discovered the best time of day to post on Twitter is around mid-day and mid-week (Central time). This time of day might vary based on factors such as industry or location. So, test your Tweets to see what works best for your audience. 

Why is winning the Twitter engagement war necessary?

If it were any other race attracting the greatest number of social media interactions, it wouldn’t garner you anything more than bragging rights. However, in an election where Donald Trump was involved, pushing an alternate reality to almost 150 million Americans. He claimed he didn’t lose the election; the tweets, retweets, and replies had tremendous consequences.

Since January of 2021, Trump has been permanently banned from Twitter. Now it’s Biden’s job as President to increase his own Twitter engagement for the good and future of our country. 

For more information on how Conviva can provide top of the line Social Media Insights and help monetize your Twitter engagement and Tweets, contact us here.  

 

Media Coverage

Axios: Biden draws more online engagement as election draws near

The Hill: Biden drawing more Twitter engagement than Trump for first time this year

The Wrap: Biden Outpaces Trump in Twitter Engagement For First Time This Year

MarketWatch: Joe Biden just beat Donald Trump at his own game: Twitter

Cheddar: Biden Gains Ground on Trump’s Twitter Turf