8 useful insights you can learn from Twitter analytics

Twitter Analytics shows you how your audience is responding to your content, what's working, and what's not. Use this data to optimize your future Twitter ... Skiptomaincontent Business 8usefulinsightsyoucanlearnfromTwitteranalytics ByHayleyDorney Follow@TwitterBusiness Solutions PerfectingyourTwittercontentstrategytoensureitachievesyourmarketingobjectivesisnosimpletask.Youneedgreatcopy,engagingcreatives,cleveruseofkeywordsandhashtags,andcontentthatistrulyusefulandvaluabletoyouraudience.  Withsomanyboxestotick,it’sagoodthingTwitterprovidesinsightstohelpyouunderstandyourfollowersandtheTwittercommunityasawhole.Everyword,photo,video,andfollowercanhaveanimpactonyourstrategy.  TwitterAnalyticsshowsyouhowyouraudienceisrespondingtoyourcontent,what'sworking,andwhat'snot.UsethisdatatooptimizeyourfutureTwittercampaignsandgetbetterresults.  Below,we'vegoteightthingsyoucanlearnfromyourTwitterdata: Profilevisits ThenumberofvisitstoyourTwitterprofileisdisplayedatthetopofyouranalyticsdashboard.Thisnumberisreflectedacrossa28-dayperiodandisupdateddaily.Italsoshowshowitcomparestothelast28-dayperiod,alongwithaminigraphdisplayingthisdataovertime.  Thiscanhelpyoumonitoriftheamountofpeoplevisitingyourprofileisgoingupordown,soyouplanandadjustyourTweetsaccordingly. Mentions Similartotheprofilevisitsmetric,youcanalsoviewyour@mentionsoverthelast28daysandovertime.Yourtopmentionisalsodisplayedeachmonth,calculatedbyengagement,withalinkthatdropsyoudirectlyintothatTweetforextracontext.  Toptip:Thementionssectionofyouranalyticsdashboardcanbeagreatcustomerservicetoolforyourbrand.Besuretoengagewithfollowersthatareaskingquestionsorleavingreviewsaboutyourproductsorservices. Tweetimpressions UndertheTweetssection,youcanfindalistofallyourTweetsandthenumberofimpressions.YoucanseeindividualTweetperformance,aswellasrecentmonthsora28-dayoverviewofcumulativeimpressions.  CapitalizeonthisinformationbyrepurposingTweetsthatgainedthemostimpressions,orcreatingTweetsonasimilarsubject. Youcanalsousethecumulativeoverviewtocomparemonthlyactivity.Whatdidyoudodifferentlyinamonthwithhigherimpressions?DidyouTweetmorefrequently?Takealookandseehowyoucanrecreatemonthsthatearnedyouhighimpressions.AnotheroptionistotryoutTwitterAds,whichwillhelpyourcontentreachmorepeople. Tweetengagementsandengagementrate Similartoimpressions,theTweetssectionalsoshowsyourTweetsengagement,orthenumberofinteractionsyourTweethasreceived,aswellastheengagementrate,whichisengagementsdividedbyimpressions. IfyourTweetsarereceivinglittleengagement,youmaywanttorethinkyoursubjectmatterandformat.Forinstance,addphotoorvideotoyourcontentmix,whichtendstogeneratemoreengagement–notforgettingthe84%year-on-yearincreaseinwatchtimeonTwitter.1 TopTweets Eachmonth,yourmainanalyticsdashboardwilldisplayyourtopTweetandtopmediaTweet(byimpressions).Click"ViewTweetactivity"toseethespecificengagementbrokendownbydetailexpands,linkclicks,profileclicks,andmore. SeeingallyourtopTweetspermonthlaidoutinthesameplaceallowsyoutoaggregatethelearningsandseewhattheyhaveincommon.  Aretheyalladoptingthesamebrandvoice?Dotheyallhaveanemojiinthem?Whatkindofcalltoactionresonatesbestwithyourfollowers?   Toptip:Lookfortrendswithinyourtop-performingTweets.WhatdaysdoyourTweetsperformbest?WhattimeanddaydoyourTweetsseethemostengagement?UsetheseinsightstoamplifyyourTwitterstrategy.  Followergrowth Inthefollowersectionofyourdashboard,youcantrackhowyourfollowinghaschangedoverthelast30days,andalsohowmanynewfollowersyou’vereceivedperday.Ifyounoticeaparticulardayhaseithergainedorlostyouseveralfollowers,checkwhatyouTweetedthatdaytotryanddeterminethecause. Youcanalsoconsiderrunningafollowerscampaigntogainengagednewfollowers. Toptip:Engagingwithyourfollowershelpstobuildbrandloyalty.Reply,Retweet,andfollowbackusersthatyoucanseeoftenengagewithyourbrand’sTwitterprofile.Bydoingthisyou’llcreateamoreengagedandloyalfollowerbase. Videocontentperformance Ifyou’reusingvideoaspartofyourcontentstrategy,youcantrackyourvideoviews,aswellasseeabiggerpictureofhowpeoplearerespondingtoyourvideos.Forinstance,aretheywatchingittocompletion? Conversiontracking IfafollowerengageswithoneofyouradsonTwitterontheirmobile,andthenusestheirlaptoptoconvert,orbuyyourproduct,conversiontrackingwillcorrectlyattributethistoyourTwitterad.  ItessentiallyenablesyoutomeasureyourreturnonadspendbytrackingtheactionsofpeopleoncetheyvieworengagewithyouradsonTwitter. Checkoutourguideforfulldetailsonsettingupconversiontrackingforyourwebsiteorapp.  Ifyouwanttofine-tuneyourTwitterstrategy,spendingsometimeunderstandingyourTwitteranalyticsisagreatplacetostart.GetstartedbyviewingyourTwitteranalyticsdashboardtoday.   Sourceinformation 1. Source:InternalTwitterresearch,January2019. ReadytoadvertiseonTwitter? Let'sgo ByusingTwitter’sservicesyouagreetoourCookiesUse.Weusecookiesforpurposesincludinganalytics,personalisation,andads. OK ThispageandcertainotherTwittersitesplaceandreadthirdpartycookiesonyourbrowserthatareusedfornon-essentialpurposesincludingtargetingofads.Throughthesecookies,Google,LinkedIn,NewsCredandLogicadcollectpersonaldataaboutyoufortheirownpurposes.Learnmore. Accept Decline