Why Tweeting Too Often Can Hurt Your Social Net Worth

Every organization wants to market themselves better on social media.

But a lot of social media teams are approaching their social media campaigns all wrong. Most Tweets are selfish promotions that get only a handful of likes and receive the occasional distasteful comment. People hate to know that they’re being marketed to, so campaigns that focus on obvious marketing tactics won’t win over your Twitter followers.

If you want to find success on Twitter, that is you’d like your Tweets to garner more attention, get more impressions, and drive engagement, over-Tweeting is more than likely hurting you more than it’s helping.

Here’s why.

It’s clear that all social media companies are moving towards suggested content. Companies are curating content to fit an individual’s preferences to increase the likelihood that someone will engage with their platform — think Search Engine Optimization (SEO) but instead your cookies are your liked Tweets and profiles you follow.

Based on SEO theory and history, it’s better as a creator to lean into the algorithm than to work against it — this point is obvious. This leads to asking, “how do I work with the algorithm?”

You do so by making sure each Tweet hits.

What I mean by this is making sure each Tweet is a “banger” (as the kids say these days). Each Tweet needs to be aimed at garnering attention and engagement. The more Tweets that fail, the less likely Twitter will want to show your Tweets over others in a game of impressions.

What’s Your Twitter Net Worth?

Let’s assume your Twitter presence considers who follows you, who your followers follow, and who your followers’ followers follow — you get the point. We can also assume that Twitter considers engagement with your followers — that is how many likes, retweets, and comments each of your Tweets get. One other thing we can assume Twitter considers, and something many people overlook, is how many engagements a Tweet gets, that is how many times a Tweet has received detail expansions, profile visits, and follows.

Each Tweet contributes to your overall Twitter presence — think of this as your Twitter Net Worth. The better your Tweets perform over time, the higher your Twitter Net Worth.

Twitter will show Tweets over others based on the owner’s Twitter Net Worth in relation to the interest group that profile is a part of. In other words, Twitter will look at a profile’s Net Worth and run the Tweet into their performance algorithm where it will measure how likely a user will engage with the Tweet based on their look-a-like User Model performs.

How does this work?

If you’ve watched The Social Dilemma on Netflix, you know that algorithms use artificial intelligence. This AI takes the information from millions of users to develop a slightly smaller set of look-a-like User Models. These User Models combine the traits of hundreds of users and go through simulations where the probability of how likely someone will choose one piece of content over another is measured. That content is then used to determine what content is suggested to the original user.

In short, data companies make up a virtual you and try to guess how likely you’ll engage with content based off other users with similar taste.

Why does this matter with how often I tweet?

Your tweets are measured based on how frequently you Tweet and how likely your Tweets hit. The more Tweets that turn out to be duds, that is no engagement at all, the less likely that Tweet will naturally grow in organic impressions.

When you consider each Tweet as an investment into your overall Twitter Net Worth, you’ll find that overspending on Tweets that don’t perform well is only draining your capital, not growing it.

This article was originally posted on my website, https://www.restygrey.com/articles/why-tweeting-too-often-can-hurt-your-social-net-worth

About Me.

My name is Resty Grey, SR Marketing Editor for FreeConferenceCall.com and Bullhorn.fm. I run the Twitter profile for Bullhorn.fm (twitter.com/bullhorn_fm). I used this principle to grow a profile that once received 1,000 impressions a month and only had 69 followers in 2019 into a profile with over 3700 followers and has peaked at 250,000 impressions in a month, with an average of 100,000–165,000 impressions as of January 2022.



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Resty Grey

Resty Grey


📍 Los Angeles | Radical free thinker and essayist 🧠 | Advocate for better humans with action and open conversation 💭 | Essays about philosophy and mindset ✨