Twitter marketers should definitely include a link in their tweet. “We saw 86 percent higher engagement for tweets with links,” Ciarallo told VentureBeat. This is another difference vis-a-vis Facebook, where links can be counterproductive.
And while some might think that 140 characters is already pretty short, another thing that Buddy Media found is that even shorter tweets were the most successful.tags: payload, aboutness, storage, 10x, time, facebook, twitter, attention
“Tweets that contain less than 100 characters have 17 percent higher engagement,” said Ciarallo. “What they’re doing is leaving room for others to add their own thoughts and comments in a retweet.”