"Posts with links definitely do worse. The New York Times, which includes links in 88% of its tweets, has 53 million followers and a median of 383 engagements per tweet - an engagement rate of 0% when you calculate average engagements per follower."
"Engagement-maxing accounts like @GlobeEyeNews and @LeadingReport, which don't include links in tweets, perform much better, with engagement rates of 0.95% and 0.45%, respectively."
"Across the board, tweets that begin with 'Breaking' or 'Breaking News:' have higher engagement. New York Times tweets that began with 'Breaking News:' had an average 3,232 engagements, four times the average."
News publishers face a significant drop in engagement when including links in tweets. Analysis of 200 recent tweets from 18 publishers shows that accounts like The New York Times and CNN, which frequently use links, have an engagement rate of 0%. In contrast, accounts that avoid links achieve higher engagement rates. Tweets starting with 'Breaking' or 'Breaking News:' also see increased engagement, with The New York Times achieving an average of 3,232 engagements for such tweets, significantly outperforming their typical engagement metrics.
Read at Nieman Lab
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