A study by Starcom MediavestGroup London analysed 250,000 tweets across 71 accounts to find out how different magazine brands from different sectors were using the platform and how their audiences were interacting with them.
Here we look at the findings of the study and break down the results into market sectors to see who are the top tweeters.
Music and film
- Music and film titles were found to be the most engaging of any category.
- They received the highest numbers of “retweets per tweet” using that metric as a measure of audience engagement.
- @NME is the most active brand on Twitter with an average of 19 tweets per day and the brand gets considerably more engagement in the form of retweets.
- Film titles such as @EmpireMagazine and @TotalFilm are also high-volume tweeters but engagement is comparatively lower.
Women’s magazine market
- @Heatworld tops the chart for engagement with its 293,000-strong audience despite not having the highest number of followers.
- @MarieClaire (the US account) has the highest number of followers at 894,000 in the accounts studied in the women's market.
- Although it does not have as many followers as @MarieClaire, @HeatWorld receives over 500 retweets in a typical day.
- @GlamourMagUK was found to be the brand that produced the greatest amount of content via Twitter.
Men’s magazine market
- Unlike the previous two categories, there was no clear leader among the men’s magazine brands in terms of engagement.
- Both @MensHealthUK and @Esquiremag received the highest level of engagement and were the leaders in the number of retweets but engagement levels were lower compared to film and music and women's brands.
- Like its Condé Nast stablemate @GlamourMagUK, @GQRecommends was found to be the highest producer of content in its sector.
Magazine brands have been quick to maximise their reach through a variety of platforms and this latest study highlights that, with the right strategy, Twitter can be another highly-effective route to engagement with readers.