Companies using Twitter to market themselves are seeing a large fall in growth of followers and in the number of interactions, reports Quintly, a social media metrics company.
Follower growth fell by 40% in the first half of 2016 compared with the same period in 2015. And the number of interactions for companies with more than 10 million followers "massively declined by 58%."
Twitter's growth in new users has stalled over the past year but that's unlikely to affect the online behavior of about 310 million active users. The changes might be due to a maturing community of users that aren't interacting as enthusiastically as they did a year ago. However, that doesn't explain why companies with the highest numbers of followers have the largest fall in interactions.
Social media interactions are considered the most valuable metric by marketers because they help distribute Tweets across many people's social networks and recruit more followers. Quintly counts interactions as: retweets, favorites and replies.
Different metrics might need to be considered in the number of interactions continues to fall.
Here is more information on the study: Twitter study: Steep drop in interactions for biggest profiles! -- quintly Blog