Some critical new research about Twitter engagement emerged this week that could dramatically boost your results there.

At the Creating Contagious Facebook Engagement workshops I do, I often present research from BuddyMedia which shows which days are strongest for engagement in a variety of industries.

BuddyMedia has now released a comprehensive sibling report, this time on Twitter engagement (people asking questions, talking to your brand, retweeting your content, etc.). Here are some of the most important findings.

Tweets on Weekends Get More Engagement

Twitter engagement rates for brands are 17% higher on Saturday and Sunday compared to weekdays, but brands don’t take advantage of this trend. 

In fact, only 19% of all brand Tweets are published on weekends even though engagement is highest on these days. Brands might be wasting time posting on Wednesdays and Thursdays, since engagement is the lowest (dramatically so). Scheduling content when it is most likely to get engagement is key. Brands should leverage the scheduling functionality of social publishing tools, like Hootsuite or BuddyMedia’s ConversationBuddy, so they can Tweet on weekends even if no one is in the office.

TURN ON IMAGES to see charts

Tweet During “Busy Hours”

One interesting finding is that Twitter and Facebook’s strongest hours for engagement are, in fact, opposite to each other. You’ll get more engagement on Twitter by tweeting from 8 AM to 7 PM, while the off-hours are stronger for Facebook engagement.

One to Four Tweets a Day Are Probably About Right