Why Twitter Is More Valuable Than Facebook for Event Marketing

Want to quantify exactly how much revenue is being generated by a social media share? Eventbrite, the global events promotion and ticketing platform, studied the sales data from all the events promoted on through its platform in 2013, tracking and analyzing which social sharing options users chose, as well as which channel drew specific purchases.

The research found that, globally, a share on Twitter generated $5.70 per share on average, way more than Facebook, which only generated $3.40 per share on average. LinkedIn was in third place, generating $1 for every share. The analysis only applies to event promotion on social media, not the marketing of other products such as retail, services or B2B. For event marketing, the research indicates that Twitter is the platform with a greater ROI than the other social channels.

If you consider Facebook’s unfriendly algorithm, the results make sense. More people are joining Facebook every day, news feeds are more cluttered, and organic reach is on the decline. With Twitter, brands know their tweets will be sent out to every one of their followers, and possibly retweeted so that even non-followers can see it. For the first time, it looks like more people are likely to see a tweet from a brand than a Facebook page post, and for marketers, it’s an important statistic to note about a rival social media platform.