By Chris Cardinal
On January 7th, 2010
While managing your social networking presence on Twitter and Facebook, it can be difficult to quantify the impact of each medium. While I’m a huge fan of Twitter, traffic results from earlier today on one of my sites confirmed for me what may sound like common sense: Facebook fans drive far more traffic per-user than Twitter followers for a given promotional message.
I’m currently running a contest in association with T-shirt company Threadless. (It’s called Threadknits, and it’s based on knitting and crocheting their t-shirt designs into crafts.) Today, Threadless posted a message on their Facebook page and Twitter, both with essentially the same content: an invitation to check out Threadknits. They were both posted at nearly the same time.
The numbers are what might surprise you. Threadless has almost 1,500,000 followers on Twitter, and “only” 102,000 fans on Facebook. With the posts made within an hour of each other, my traffic on the site shot up, with a couple thousand visitors hitting by day’s end. Here’s the breakdown of traffic driven from each:
|Medium:||Fans:||Visitors:||% Audience Clickthroughs:|
The difference is absolutely staggering. Whereas Facebook generated an approximate 1.08% clickthrough rate, Twitter’s was closer to, well, 0%. 232 visitors came from Twitter or related sites directly and 450 additional clicks landed on the home page without a referrer, which I’m chalking up to clicks from Twitter clients. (Though, to be fair, this could easily overstate Twitter’s influence.)
On a previous contest, Threadless would tweet and I’d see between 1,000-2,000 clicks on their roughly 1.4 million followers, so while it may be a bit low today, I think the point stands: Even at its best, Twitter for large audiences generates clickthrough rates dramatically lower than Facebook. For 2,000 clicks, the rate at 1.4M followers stood at 0.14%. A quick look at the bit.ly stats on a few links from Ashton Kutcher (the #1 Twitter personality by followers) shows they typically net about 20,000-30,000 clickthroughs, on 4.3M followers, gaining a decent amount on the Threadless best-case scenario all the way up to 0.48% ~ 0.60%. (This accounts somewhat for the viral nature of Twitter as bit.ly clicks are counted for retweets as well.) Naturally, clickthrough rates will vary dramatically even amongst popular Twitter personalities for a variety of reasons. I’d like to focus more on the significant difference between the Facebook and Twitter rates I witnessed today.
There are likely several possible reasons for this:
- The audience may be slightly different—people willing to consider themselves “fans” on Facebook may be more picky with their allegiance than those willing to follow an account on Twitter.
- The phrasing and formatting of the message were slightly different—not exactly apples-to-apples as Facebook includes the logo and a text clip from the website, but I imagine this had a negligible effect.
- My mileage may vary—this is an admittedly small sample size, but I think the evidence and logic around these results indicate they’re not anomalous.
- Most importantly, Facebook lingers while Twitter sails by. Users are probably more likely to follow links during their Facebook time than from a passing Twitter notification unless it’s of particular interest to them.
That last point is particularly important. Facebook, having reconfigured their News Feed yet again, no longer sorts things there chronologically. They’ve merged the Highlights functionality back into the News Feed which they now use to keep certain posts “stickier” than others based on what they believe you might be interested in. (It manages to do a strikingly horrible job at this compared to how it used to perform, but that’s a conversation for a different post.)
With Twitter, the very nature of real-time can be summed up: blink and you miss it. While you can use a Twitter client to review tweets over the past day or two, it’s still less likely your tweet was as visible over Twitter as a post would be on Facebook’s News Feed. I’d like to see some more statistics on total audience reach. The clickthrough rate surely only tells part of the story—I’d be far more interested to learn what percentage of each audience even saw the post, and determine true clickthrough rates from that.
In the end, it’s important to consider the overall spirit of the findings here. Twitter is great for growing virally and interacting with customers, but your message on Facebook may have a far more lasting impression and generate greater returns, even if fans are more of a fight to procure. Engage on both, but recognize the differences between them and leverage each of their strengths. I’ll likely post about the best way to do that for each site in the near future.
(The above graphic represents the total clickthrough breakdown by medium assuming a linear progression of Threadless’ Facebook audience to match their Twitter audience, maintaining the same clickthrough rates from today’s traffic. It’s likely the Facebook clickthrough rate could in fact fall some as their audience grew, but it’s my belief that it would still beat Twitter, user for user.)