We have a pretty good idea of Twitter best practices: post regularly, don’t overuse hashtags, keep your tweets short enough for retweets, etc. We even know that a good mix of images and video will help boost engagement.
Yet every few months, I like to look back through my Twitter analytics to see which content performed best and I’m surprised at what I find. Some pieces of content posted to Twitter get 5 to 10 times my typical amount of retweets!
Now, when Twitter shows you your engagement rate, they include all engagements: Link Clicks, Retweets, Favorites, and Replies.