Why It's Important
A favorite is similar to a Like on Facebook. With a single click, you can engage with content to either bookmark, show your appreciation, or simply let the author know you’ve seen their Tweet. This has made favoriting an attractive form of engagement.
But if favorites aren’t seen by others, why should you care?
Although favorites don’t build awareness the same way that Retweets and mentions do, they are another important indicator for measuring how your content is resonating with people.
Of course, if your Twitter content is receiving significantly more favorites than comments or Retweets, you may need to deliver your content in a way that encourages more active user engagement.