Joe Meloni

A report from Buddy Media suggests that social media marketing campaigns must offer users diverse content to improve visibility and drive engagement. While it’s important for marketers to share relevant website content, the study found that images and questions posed to followers help companies improve the success of Twitter marketing.

Buddy reported that asking followers questions can help businesses build a strong rapport with their followers. Asking followers for a Retweet to their own followers generates 12 times as much engagement as Tweets that do not include the call to action. Aside from answering the question themselves, users will Retweet them to help their favorite brands drive traffic.

Additionally, sharing visual content can help a business increase engagement for its social media marketing campaign. According to the study, images, infographics and other visual content shared on Twitter generate two times more engagement than those without images. In general, companies should keep their Twitter presence dynamic to provide users with several different types of content.

Brafton highlighted more data from Buddy’s report recently in saying that news content marketing campaigns are especially valuable given users‘ affinity for brief Tweets with links. The study said shorter Tweets generate 17 percent more engagement, while social content with links boosts clicks by 86 percent.