“Tweets sent between 2:00 and 3:00 a.m. earn the most clicks on average”
“Tweets sent between 2:00 and 3:00 a.m. earn the most total engagement on average”
“Tweets sent at the 9:00 p.m. hour in the U.S. earn the most retweets and favorites on average”
“When analyzing our tweet data, I did not control for these extraneous factors, and I’m sorry for the confusion this has caused. Analyzing the data as-is means that, when you see a result of 2:00 a.m. to 3:00 a.m. as the hour in which tweets receive the most clicks, this is an average amount of clicks for all of the tweets in that particular timezone.
This is an important consideration for a couple reasons:
– It means that large accounts with many followers have an unusually large influence on the average amount of clicks per tweet.
– Especially in the early morning hours, these large accounts have a disproportionate effect on the average amount of clicks because of both the high follower count and the relatively low tweet volume from many of the other Twitter accounts.”