Dive Brief: 

• According to data from Simply Measured, big brands saw a jump of 105% engagement year-over-year on Twitter in Q4. 
• The social analytics player studied the Interbrand's 100 Best Global Brands to determine how major brands were faring on Twitter. 
• In addition to increasing engagement, big brands authored 11% more tweets and gained 38% more followers overall in 2014. 

Dive Insight: 

Twitter has run into some criticism for slow user growth, but it's still reporting record earnings. With major brands finding value in the platform, it explains why revenue is up. Consumers seem to be more comfortable reaching out to their favorite companies on the social platform, and marketing technology has made it easier for these companies to interact with their customers. While the casual and offhand vernacular marketers use on Twitter to talk to consumers has earned some criticism, it appears to be working for now.