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Repetitive Content: When Does Your Audience Lose Interest?

I recently came across an experiment that someone ran…on Twitter…about engagement rate of decay…using lead gen cards.

I don’t know if you’re a regular on the Simply Measured blog, but this is right up our alley, so I geeked out hard and I wanted to share the experiment with you.

Patrick Ruffini, the founder of Engage, a Digital Agency in Washington DC, conducted an experiment where he Tweeted the same call to action 10 weekdays in a row, at the exact same time.

His question was how this would effect his engagement. Would it die out after the first Tweet? Would it increase as the exposure increased?

It’s a fascinating question, and one that not enough social media managers ask themselves.

Here’s the Tweet that he shared, every weekday for 10 days at 3:36 PM:

So what did he find? He charted signups to the lead gen card here:

Interestingly enough, submissions dropped off significantly after the first Tweet, but didn’t die out completely.

The first Tweet generated a 72% conversion, and the average across all 10 Tweets was 58%. As Ruffini put it, “Even if you limited the repetition to five Tweets, 65% of the exposure would have come from Tweets 2-5.

As the editor of Simply Measured’s blog, I spend a lot of time with my Community Manager running tests and brainstorming ways to promote our content on Twitter and other social channels. Ruffini’s experiment can provide a good example for the types of tests a brand marketer can conduct to see if they’re making the right decisions on social.

Over the last few months, our community manager Jade Furubayashi has been conducting a test of her own, testing whether or not Tweet frequency played a part in engagement, and if there was a “Tweeting too much” breaking point. Click here to take a look at her own A/B testing, and what she found from the experiment. While you may not be willing to expose your brand to the potential downsides of Tweeting the exact same thing every day, there are a lot of ways you can test your own content promotion.

Ruffini documented his findings below (by using a Twitter custom timeline, which is my favorite under-utilized Twitter feature). Take a look! What kind of experiments do you run on your own social profiles? What lessons have you learned? Let us know in the comments section.


Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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