This post is also available in: Español (Spanish)
Economic values powered by Tweet Binder
We have recently talked about the economic market value of a hashtag. It displays the value of a hashtag on the market (according to Twitter ads or pay per tweet platforms). This value takes into account quantitative market variables (prices, followers, lists in which the user is included…). That market value is a great metric to know how the hashtag worked. From now on, Tweet Binder offers a new useful economic value too: the engagement economic value.
Tweet Binder launches this new economic value that takes into consideration a very important metric: the level of engagement of the users. The engagement of a tweet will depend on the number of retweets and likes it gets. A Twitter user with many retweets and likes will have more engagement than another user without retweets or likes. This is similar to the “economic market value” but considering the activity of the tweet.
Economic market value & engagement economic value
Therefore, Tweet Binder has created an algorithm that calculates the economic value of a tweet from each user, taking the economic market value as a starting point, whereas the level of user’s engagement. This way, from now Tweet Binder offers two economic values:
- Market economic value: How much would that hashtag costs in the market.
- Engagement economic value: How much that hashtag would cost with the engagement.
So the engagement value perfectly completes the “market value”. It could be like “how much you would really had to pay”. There are users with a very high market value (because they have many followers, etc.) but a very low engagement value (they don’t get enough retweets or likes). Tweet Binder will help you to see the real value of a Twitter user and its tweets. You will be able to see the two values: how much its tweets cost in the market (Twitter ads and pay-per-tweet platforms) and how much you should really pay having in consideration its retweets and likes.
How we calculate the economic value of engagement
To determine if a user has high or low engagement we need to know first the engagement that is expected from him. If a Twitter user with only 10 followers gets 100 retweets, it would be great. So the first thing we need to know is that we should expect different number of retweets and likes depending on the number of followers of the user.
We analyzed millions of Twitter users to see how many retweets and likes they were getting and how many followers they had. After that, we got two interesting general metrics on Twitter: the number of expected retweets per follower and tweet and also the number of expected likes per follower and tweet.
Once we have those figures we insert everything into the algorithm and it shows the engagement value of the user. That’s how Tweet Binder calculates the engagement value. We see how many retweets and likes (engagement) one user should have. Then, we check how many he actually gets. If the number is lower than expected, the market value will decrease. And if it is higher, the market value will increase.
Example with @katyperry vs @justinbieber
We monitor two famous Twitter accounts to see the difference between the market value (which only has in consideration quantitative variables) and the engagement value (which has in consideration the engagement). These two accounts are @katyperry and @justinbieber. Firstly, we will analyze the “market value”. @katyperry: $145,735.95 and @justinbieber: $147.963,96
So we can see that in the market, one tweet from Katy Perry is worth more than one from Justin Bieber’s. Let’s see now the “Engagement Value”. We will need to know how many retweets and likes are expected of them and how many they got. Then, we will have it, and the results are: @katyperry: $120,068.58 and @justinbieber: $2,076,909.64. Crazy, right?
The result is very different now: one tweet from Justin Bieber is worth much more. And the tweet value from Katy Perry is even lower than its market value. Why is that? The answer is simple: the expected engagement from Katy Perry is not as high as it should be, plus Justin Bieber’s tweets have a lot more engagement than expected.
The engagement economic value from a Twitter user is a revolutionary metric that takes many variables into consideration. The final value will be the real price one company should pay that user to send a tweet using its campaign’s hashtag. It is perfectly normal to have the engagement value lower than the market value. If that’s your case, you should work on your content because you are not getting as much engagement as expected. Contact us if you have any doubt!