Twitter analytics allows users to stay up-to-date with news and news around the globe in real-time. It also promotes interaction and conversation with the purpose to help build connections and establish trust. It’s still a wildly popular channel, despite the possibility of being a viral sensation with TikTok.
For companies, Twitter can be an effective marketing channel provided it is used correctly. Additionally, it is popular among people between 16 to 64 who rate Twitter as the 7th most popular social media platform, according to “The Global State of Digital 2022′.
To increase engagement and evaluate the performance of both organic and paid content, it’s important to be aware of how to use Twitter analytics. In this article we’ll explore six strategies to utilize the analytics of Twitter to increase engagement and increase brand recognition.
What is Twitter Analytics?
Tweet analytics is a method for you to analyse the tweets you have posted to understand your tweets and your followers.
It will let you know what your audience’s reaction towards your posts (and the formats of your content) and what’s working and what’s not working, using various specific indicators (described in the following). You can then utilize these insights and data to improve your Twitter campaigns and posts to achieve more outcomes.
Where can you locate Twitter Analytics
On Twitter’s Twitter website, Account Home is your location to look for your account information. You can also access your Twitter activity Dashboard or Video Activity Dashboard by clicking on the Tweets tab within the header.
In the Account home, you’ll be able to view a snapshot of your account’s activity as well as highlights of your top tweets as well as mentions and followers throughout the month. Additionally, you can access comprehensive information about the performance of your account as well as the progress you’ve made and advice for improving your strategies.
Twitter Analytics is also your best choice for managing the paid advertisements on Twitter and making sure it’s running just as it ought to.
What Twitter Metrics are There?
As with any social media platform it is important to know the types of metrics that are available and which ones are important to your business on Twitter. There are numerous metrics that you can monitor and analyze, so let’s take a look at what’s available on Twitter:
- Tweets The following is the amount of times that you tweeted
- Twitter impressions The Tweet impressions are the amount of times that people are displayed your Tweet on their timelines, search results, or via your profile
- Visits to your profile:This represents the amount of time users have visited your profile.
- MentionsThis is the number of times your username was mentioned in tweets
- Followers:This is the total of followers you’ve earned
- Tweets that linked with you It is the amount of times that the Twitter Card(s) were tweeted out by your or other individuals.
There are other metrics that have the highest performance that you can examine for insights:
- The most popular TweetThis is the tweet that has received the greatest number of impressions.
- The top media tweet:This is the Tweet which includes a photograph or video that has received the most number of views
- Top Tweet Card:A Tweet with an Twitter Card (a multimedia addition to tweets that may draw the attention of feed readers with images or videos) which has the highest number of views and can contain Tweets from other users.
- Highest mentionThis was a tweet which included your username and got the most number of impressions
- Top Follower:This is the account with the most followers who followed you.
You can click the option to view Tweet details to find out more about a particular Tweet or select ‘View Follower’ in order to find out more information about your most popular follower.
What Key Twitter Metrics Should You Measure?
You can only gauge the results of your paid and organic Twitter posts through tracking the metrics. Establish Key Performance Indicators (KPIs) also known as KPIs, in order to measure the key metrics for your company.
In this case, conversions might be the most important KPI for an online store however brick-and-mortar retailers might appreciate retweets to build branding awareness.
Key Account Metrics
The number of people who replied, retweeted and liked the tweet. These actions indicate the desire to know more about the tweet, share it with friends, or communicate with your. It could be an important indicator that your call-to action is performing well.
The number of engagements is multiplied by per-impressions. Let’s say that a tweet went out at the wrong moment of the day (see our blog post on the best times to publish via Twitter for this! ) And only 10 people have seen the tweet (ten impressions) and only eight people engaged with the tweet. It could be a sign of content that has more impact than a tweet read by 100 people and racked up eight engagements.
This figure reflects the amount of new followers you’ve acquired over the last 30 days. It’s a good gauge of your content’s resonance as well as a increase in brand recognition. If you combine this metric with engagement, it will tell how many followers you’re getting are genuine and not just a number.
Key Ad Metrics
Cost per result/engagement
This metric represents the average cost-per-action (CPA) taken by users after viewing your advertisement. Your campaign is only paid when a person takes one of your actions that you want to take. The cost per outcome can be useful in monitoring the budget and tracking the ROI.
Conversions that are key
Key conversions record the actions that start with your Twitter ad, and ending on your site. It gives you a clear view of the route that a user follows to conclude a purchase on your website. It can dig deeper into conversions, post-engagement as well as transaction value and sales totals It’s the best measure to measure the ROI of your site.
Results or Return on Investment (ROI)
Results refer to the number of desired actions triggered through your ad. These can be engagements, video views conversions and clicks as well as other actions. It is important to understand to figure out whether your advertisement is meeting the objectives of the campaign and bringing you a high return on investment. The rate of results is the amount of results that were received divided by the amount of impressions received from the advertisement. To monitor ROI, make sure you’ve got the conversion tracking in place.
Now that you are aware of the inner workings of Twitter Analytics, let’s look at the ways you can use it to increase engagement and increase performance.
1) Get to Know Your Followers
It’s impossible to produce compelling and relevant content for your audience without knowing a little about them. Start with the basics and find out their demographic information on social media (gender age, gender and income), as well as their language and even their location) as well as their specific desires.
Then, you can examine your demographic information against the overall Twitter data to determine how your audience is different.
The data for followers is available in your account’s dashboard. There, you can select your followers based upon their preferred devices, their behavior and other interests. It is also possible to find people who follow similar accounts that might like following your account.
These insights could be utilized to develop a follower-based campaign to expand your reach. For instance the pain relief company Tiger Balm created an ad specifically to encourage users to follow them on Twitter.
2) What Tweets Are Working?
Twitter analytics lets you find out which topics are generating the most engagement. Twitter engagement on Twitter include retweets, follows responses, favorites, favorites media views, URL clicks hashtag clicks, mention clicks.
There are engagements, impressions, and engagement rates under the tab Tweets. If you monitor which tweets have the most engagement over time it will be possible to tailor your content to create a deeper relationship to your fans.
It was 2021 when Twitter declared its “Best of Tweets” and one of the top’most tweeted on brands’ lists was Disney brand, which was the creator and innovator of magic Disney. The reason? The reason is sharing a variety of media types and generating excitement around new releases on its channels.
3) Know When to Tweet
In the case of Twitter various times and days get higher engagement than other times. It’s therefore important to try various posting times and days to determine what is most effective for you. Find our guide on the most effective times to post for Twitter.
Geographic information can also provide information on the ideal time to publish specific content. Twitter analyzes your data to determine the most effective time to post to get the most engagement.
But don’t let the best day and timing to tweet determine the frequency of your tweets. It’s still an excellent idea to make sure you post at least one time every day, and to maintain the number of tweets regular, so that your audience can get used to your frequency tweets.
4) Utilize the best features of TweetDeck
TweetDeck is ideal for large companies or people with couple of Twitter accounts because it allows you to view multiple timelines within one easy interface. It has customizable columns that provide you with a wealth of data in one location including your main timeline as well as notifications such as direct messages, tweets scheduled for the future and more.
This feature is ideal it for social media administrators or anyone who manages social media accounts since it lets you keep track of multiple topics at the same time to keep up-to-date, receive alerts on breaking news, keep track of your voice as a brand make Tweets scheduleable and discover live content fast.
Simply go on to TwitterDeck to sign up and your default column are “Home,” “Notifications,” as well as ‘Messages’, and the ‘Trending’. You can change or add columns by clicking icons like +. You can also compose or tweet and also search.
This feature can help you stay on top of all most important interactions and news all in one place. This way, you will be up-to-date with the latest developments and make sure you’re responding to any specific messages that customers send you.
5) Measure the Performance of Your Ads
When you make a decision to invest in Twitter advertising, whether as an advertisement campaign or via the boosting of posts, you need to measure the effectiveness of ads against the regular content you post.
It is possible to do this by clicking on the Twitter icon at the top in the tweets section, which shows a preview of your organic and paid posts. Find more information by hovering over any particular location in the graph.
Under that, you can click on the word “promoted” to examine your posts that you paid for to view how they did in terms of engagement and impressions from a perspective. It is important to note that the data will not available for long-term storage, so be sure to download the information if you wish to keep a long-term track of performance.
Check out our latest blog “Walkthrough: Twitter Ads with Cathal Melinn’ to find more regarding advertising through Twitter.
6) Repeat Your Successes
If you examine the most popular tweets ever, number 1 was billionaire Japanese businessman Yusaku Maezawa who gave 1 billion Japanese yen (equalling $9.1 million) to 1,000 users who followed him and retweeted his tweets. The post was rewarded (unsurprisingly) to 4.1 million retweets. This is the highest number to date.
It’s likely that you don’t have this kind of incentive, however, if you use Twitter analytics frequently you’ll be able to see which strategies work the best and which ones should be eliminated.
For instance, do you receive different responses depending on the tone or language you use in your most successful tweets? What is your most popular hashtag or tweet that features an image or tweet card? Are there certain dates or times when you can use your hashtag or calls-to-actions that generate more responses?
Utilize any information obtained from Twitter analytics to develop the content for your next tweets, and also to schedule them.
Learn to use your data to drive Engagement on Twitter
Twitter gives marketers an unique chance to interact with customers and prospects. Learn to become Social Media Marketing Specialist by gaining a solid understanding of the basics along with the particulars of every platform, from Twitter from YouTube and from WhatsApp and TikTok.