Why are people favoring your tweet

The perfect tweet: How to get excited on Twitter

Tweet, Follower, Retweet: The little Twitter multiplication table

The social network Twitter has its own terminology. From tweet to retweet to favorites, the most important things at a glance:


Twitter was founded in 2006 in the United States by Jack Dorsey, Evan Williams and Biz Stone. It is a microblogging service that can be used to send messages to a community, called tweets. The idea behind Twitter was a real-time medium that anyone could use to report what was happening. An example of this is the first tweet that was posted on Twitter: "just setting up my twttr", sent in 2006 by Jack Dorsey himself.


A tweet is a message that is sent via Twitter. It was initially limited to 140 characters. Since 2017, the limit has been 280 characters. As a rule, everyone - regardless of whether they are logged into the network or not - can read tweets from members. In addition to text, a tweet can also contain images or links. You can use the @ sign to specifically write to users in a tweet, with hashtags # (read more about hashtags in tweets below) you can mark the tweet with keywords. The content of tweets varies depending on the intent of the user. Many journalists use Twitter to share and distribute news. Private individuals exchange personal thoughts or opinions about current events. Companies distribute company news. Advertising in tweets is rather controversial.

Protected tweet

You can also unblock your tweets for your followers only. In most cases, however, this is not suitable for companies, since a broader public is usually to be reached through the use of Twitter. Setting protected tweet does not help.

Retweet, favorit, reply

If you like a tweet, you can favorite it. To do this, you assign a heart to the corresponding tweet with a click of the mouse. If you want to pass on information from someone else's tweet, you can share it 1: 1 in your channel. To do this, use the retweet function (the symbol with two arrows under a tweet). When engaging in a dialogue, use the simple arrow symbol to reply to someone's tweet. You have to use @ to name the person to whom you want to reply with their account name.

Hashtag (#)

Hashtags are keywords that classify your tweet by topic. Current topics are often given their own hashtags, the # symbol is placed in front of a keyword. This makes it easy to find all posts on a topic in social media.

You use a hashtag if you tweet on a specific topic and want to highlight your tweet. You mark certain words with the # symbol to signal to the community that you are also dealing with this topic in a corresponding tweet. For example, if you offer an action during the World Cup, you can use the attention of #WM to position your tweet or your company in the #WC timeline.


The goal for companies that use Twitter is of course to generate as many followers (i.e. users who subscribe to the channel) as possible. You, too, can follow other users with your account and thus become a follower. In your timeline, i.e. on your Twitter homepage, you will receive every tweet from all accounts you follow. Especially at the beginning it can be useful to follow others to draw attention to yourself. Of course, you should choose carefully and target-group-oriented in order to receive tweets that are relevant to you.

What to look for in your tweet

There is no such thing as the perfect tweet: Depending on the target group, industry and intention, everyone has to find out for themselves and their company what the perfect tweet looks like. We have evaluated various studies and selected what is important for a tweet from a founder's point of view and from our experience.

1. Correctly use links and images in the tweet

While Facebook, for example, receives the metadata when inserting a link, e.g. a brief description of the content and a picture, this is not the case with a tweet on Twitter. In order to get more attention for your tweet, you should therefore always include an image in your tweet.

In addition, if you want to point out something further, you can include a link in your tweet. While so-called URL shorteners were used for this at the beginning of Twitter, which created a shortened version from long URLs, this is now not advisable. Shortened links (e.g. from goo.gl or bit.ly) can appear dubious. In addition, Twitter now recognizes every type of link and counts them as 23 characters regardless of their actual length. It is also advantageous for your own branding if your domain is not mentioned in the tweets but goo.gl / ....

2. Correct use of hashtags

Use hashtags in your tweet sparingly. Hashtags are often used carelessly, because what many do not know: They can also have a negative effect on the reach of a tweet. Too many hashtags also make your tweet cluttered and take away your characters. Hashtags are useful when they are in a context. So if you tweet during the TV show "Die Höhle der Löwen" (#DHDL), you should use this hashtag in your tweet, as well as when you tweet about an event or on a specific occasion (#WM).

You can get attention through hashtags, but only if enough users have agreed on a hashtag. In the left column on Twitter you can see which hashtags are currently trending and used in many tweets. You should also use the search function to check whether a hashtag is popular. Only with trending hashtags is there a chance that your tweet will be seen by people who are not your fans. In other words: The reach of the tweet is increased.

Even with clear events, such as the soccer world championship, there were often different terms that were used by different people in a tweet: # wm2014 # wm14 #worldcup #schland etc. You should therefore find out which hashtag is best for yours Tweet is suitable, ie which hashtag goes with which tweet and which hashtag your target group uses.

Also, be careful not to use hashtags in your tweet that could throw the wrong light on you. There can be different meanings for different abbreviations or terms, especially in the international area.

The most important rules for hashtags in your tweet at a glance

  • Hashtags should consist of one word, a maximum of two. In any case, they shouldn't be too long to read.
  • Check what the hashtags have been used for so far ...
  • ... and whether they were used in many tweets at all.
  • You should only use hashtags if they match the content of the tweet.
  • Don't use too many hashtags in one tweet.

3. The right length for your tweet

The tweet is limited to 280 characters anyway. According to various studies, a tweet that is too short is quickly lost. The optimal length for a tweet is between 100 and 150 characters. There are certainly fewer differences for a tweet, for example compared to a Facebook post. Please also note that you have fewer characters available if you want to insert a picture in your tweet or write to other users in your tweet.

4. Don't chirp too often

One tweet too much, one tweet too little? The good thing about Twitter: It doesn't matter how often you tweet. Usually two to four tweets per day are useful. But that depends entirely on the content. During events or other occasions, you can also send one more tweet in a real-time medium. However, you should use advertising information that is not newsworthy sparingly.

One thing is certain: you should interact regularly to meet the expectations of your followers. After all, they have subscribed to your channel to learn new things. But you shouldn't be nervous either. Even if you skip a day, i.e. don't send a tweet, none of your followers will complain.

5. The right tweet at the right time

While there are clear times on Facebook when it is better (not) to post, Twitter as a real-time medium depends on the current situation. Of course, speed wins when you tweet about events or share your opinion on a topic in a tweet in order to position yourself as an expert. For topics without current reference, you should make sure that you do not communicate them at peak times so that the tweet does not go down in the tide. This is especially the case when a current topic is making the rounds.

When it comes to the day of the week for the perfect tweet, there is also a lot of discussion: which day is the best day for a very special tweet? Studies say Thursday and Friday are good days of the week. Our personal experience is that at the beginning of the week, i.e. Sunday evening and Monday, the interest is greatest. As you can see, it really depends. Find out when your target group is most active and when is the perfect time for an important tweet.

6. Create value with your tweet

As with press releases, the same applies to social media: users want content! In plain English, this means that advertising in a tweet is not welcome. As in all social media, the focus should be on entertainment, information and exchange when tweeted. To use an account as a pure sales element therefore does not make sense. Always try to offer added value and not just get rid of information about your products or your company. Package them clearly, be creative and arouse curiosity with your tweet. Of course, this is not always easy, especially with a tweet that only has 280 characters. Links and pictures can help.

7. Interact with your followers

In general, the following applies: The basic idea of ​​social media - hence the "social" in the name - is the exchange between users. In contrast to traditional media, e.g. television, newspaper or radio, every user can publish content here and so with the The audience becomes an actor: Social media are filled with content even without journalists.

To put it bluntly, you could say that nobody is waiting for your Twitter channel, because even without it there is enough information there. So you have to add real value with your tweet and get noticed. Using a Twitter account purely as a sales channel is therefore not in the interests of the medium and also not in the interests of the target group. Interaction is desired here and this also leads to a greater range. So talk to your followers, show a reaction to their tweets and try to build a fanbase - a functioning network with a lot of interaction. This is of course a process that does not take place overnight. Nevertheless, on the way to the perfect tweet, it is important to involve other users.

Public relations should be seen separately from advertising. Read here about the differences between the two types of communication.

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Conclusion: what does the perfect tweet look like?

Our tip for the perfect tweet is that you don't have to do everything as recommended in study results or guides. Find out which tweet resonates best in your community and adjust your communication accordingly. Try a fun tweet, a tweet with a link, a tweet with a picture, and a purely informative tweet. Vary the time, day, length, frequency and different actions. Try it out until you find the perfect tweet for your business. Analyze the number of clicks, interactions, the development of the number of followers etc. month by month and adjust your tweets accordingly.

As you gradually approach the perfect tweet for your company, the question of what a perfect Facebook post should look like also arises. Incidentally, a PR agency specializing in social media can also help you with all questions about the perfect tweet.

Selected studies that we have analyzed for this post about the perfect tweet are:

Author: Für-Gründer.de editors

As editor-in-chief, René Klein has been responsible for the content of the portal and all publications by Für-Gründer.de for over 10 years. He is a regular interlocutor in other media and writes numerous external specialist articles on start-up topics. Before his time as editor-in-chief and co-founder of Für-Gründer.de, he advised listed companies in the field of financial market communication.