Somewhat unsurprisingly, Twitter sees the best conversions during the “news consumption periods,” which generally run between 6am and 12pm, and 8pm to 12am. Facebook’s conversions tend to take place around lunch time.
Additionally, Twitter ads have a much higher price point than Facebook ads. Promoted Accounts cost between $2.50 and $4.00 for every follow, and Promoted Tweets run between $0.75 and $2.50 per engagement. Facebook’s ads run as low as $0.50.
It’s unclear if Facebook’s Sponsored Stories — which also appear in members’ News Feeds as well as sidebars — were included in this study. While we don’t suggest that you ditch Facebook for Twitter, this data could help strengthen campaigns on both platforms, and determine how you allocate your budget.