How do wine bloggers increase Twitter engagement? Through simple changes to their writing style

ABSTRACT Due to the unique nature of wine as a consumer product, wine bloggers and influencers have a high degree of influence among wine consumers. This has led to many wine aficionados and experts creating wine blogs. In order to build their followings and influence, these wine bloggers often need to drive engagement on their posts across multiple social media platforms. In this paper, we set out to find the factors that most increase Twitter engagement among wine bloggers. We describe a study that considers a sample of wine bloggers and using a textual analysis tool (LIWC), with the objective of identifying three key factors that can help wine bloggers increase engagement. The factors include avoiding full-text numbers and interrogatives and increasing the use of personal pronouns. We then conclude by discussing limitations and avenues for future research.