Legendary retailer John Wanamaker (who pioneered fixed price stores in the mid 1800s) is supposed to have said that “half of all advertising is useless. The trouble is I don’t know which half”.
I was playing around with my twitter archive data, and was looking at the distribution of retweets and favourites across all my tweets. To say that it follows a power law is an understatement.
Before this blog post triggers an automated tweet, I have 63793 tweets, of which 59,275 (93%) have not had a single retweet. 51,717 (81%) have not had a single person liking them. And 50, 165 (79%) of all my tweets have not had a single retweet or a favourite.
In other words, nearly 80% of all my tweets had absolutely no impact on the world. They might as well have not existed. Which means that I should cut down my time spent tweeting down to a fifth. Just that, to paraphrase Wanamaker, I don’t know which four fifths I should eliminate!
There is some good news, though. Over time, the proportion of my tweets that has no impact (in terms of retweets or favourites – the twitter dump doesn’t give me the number of replies to a tweet) has been falling consistently.
Right now, this month, the score is around 33% or so. So even though the proportion of my useless tweets have been dropping over time, even now one in every tweets that I tweet has zero impact.
My “most impactful tweet” itself account for 17% of all retweets that I’ve got. Here I look at what proportion of tweets have accounted for what proportion of “reactions” (reactions for each tweet is defined as the sum of number of retweets and number of favourites. I understand that the same person might have been retweeted and favourited something, but I ignore that bit now).
Notice how extreme the graph is. 0.7% of all my tweets have accounted for 50% of all retweets and likes! 10% of all my tweets have accounted for 90% of all retweets and likes.
Even if I look only at recent data, it doesn’t change shape that much – starting from January 2019, 0.8% of my tweets have accounted for 50% of all retweets and likes.
This, I guess, is the fundamental nature of social media. The impact of a particular tweet follows a power law with a very small exponent (meaning highly unequal).
What this also means is that anyone can go viral. Anyone from go from zero to hero in a single day. It is very hard to predict who is going to be a social media sensation some day.
So it’s okay that 80% of my tweets have no traction. I got one blockbuster, and who knows – I might have another some day. I guess such blockbusters is what we live for.