The average CTR during the January 1 – July 31 period was 1.64%. While the sample analyzed was relatively small (“tens of thousands of tweets”), it adds to a growing list of studies looking to identify the best times to tweet links.
CTR Higher in the Late Afternoon
The Sign-Up.to study also finds a clear discrepancy between click-through rates in the mornings and in the afternoons. Between 7AM and 4PM, the average CTR ranged between 1.38% and 1.94%. Aside from a measurable increase in rate between 7AM and 11AM, there appeared to be no other trends within that 8-hour period.
There was a definite peak in activity at 6PM, though, with an average CTR of 4.25%. The next-highest rate was an hour earlier, at 5PM (2.16%). For the rest of the evening, the average rate was 1.99%.
More Followers Means Lower CTR
It’s difficult to engage all those followers, finds the study. While those with 50-1,000 followers sported the highest percentage of clicks (6.16%), after that there was a significant drop-off, with that downward trend continuing alongside higher follower count. That is: those with 1-5,000 followers had an average CTR of 1.45%; those with 5-10,000 followers averaged an 0.55% CTR; and those with more than 10,000 followers saw a CTR of 0.45%.