Twitter offers people a way to keep up with events and happenings around the world in real time. It also encourages interaction and engagement, which can increase connections and build trust. It is a popular channel even in this era of viral TikTok videos.
For brands, Twitter can be a great marketing channel when used correctly. In addition, it is popular among internet users aged 16 to 64 who rank Twitter as their 7th favorite social media platform according to ‘The Global State of Digital 2022‘.
To increase engagement and measure the performance of organic and paid posts, it’s important to know how to use Twitter Analytics. In this blog, we look at six effective ways to use platform analytics to increase engagement and brand awareness.
What is Twitter Analytics?
Twitter Analytics is a way for you to analyze your tweet data to gain insights about your content and followers.
It will show you how your audience is answering your content (engagements), what’s working, and what’s not utilizing different explicit measurements. You can then utilize this information and experiences to improve your Twitter posts and campaigns to obtain improved results.
Where to find Twitter Analytics
Inside the Twitter stage, Account Home is the spot to go for your information however you can likewise get to your Tweet Action Dashboard and Video Action Dashboard by choosing the ‘Tweets’ tab in the header.
In Account Home, you can see a rundown of your record action and features of your top tweets, notices, and supporters for some random month. You can also access detailed information about account performance, how much progress you’ve made, and how to improve your strategy.
Twitter Analytics is also your best option for managing your Twitter paid advertising and making sure it’s performing as it should.
What Twitter Metrics are There?
As with any social network, you need to understand what metrics are available and what matters to your brand on Twitter. There are many metrics you can measure, so let’s see what’s on the platform:
- Tweet frequency: The count of the tweets you have posted.
- Tweet visibility: The amount of times your tweets are displayed in timelines, search results, or profile views.
- Profile traffic: The quantity of times your profile has been visited.
- @handle references: The total of times your Twitter handle was mentioned in tweets.
- Follower growth: The number of new followers you have acquired.
- Tweet shares: The number of times your Twitter Cards have been tweeted, either by yourself or others.
There are also top performance metrics you can look at to gain insight:
- Top Tweet: This is the tweet that received the most impressions.
- Top Media Tweet: This is the tweet that includes an image or video that received the most impressions
- Top Card Tweet: A Tweet with a Twitter Card (a multimedia addition to Tweets that can draw attention to a feed using an image or video) that received the most impressions and includes other people’s Tweets.
- Top Mention: This is the tweet that includes your @handle and received the highest number of impressions.
- Top Followers: This is the account with the highest number of followers following you.
You can select ‘View Tweet Details’ to find out more information about a specific tweet or select ‘View Followers’ to get more information about your top followers.
What Key Twitter Metrics Should You Measure?
You will actually want to know the presentation of just your natural and paid Twitter posts by following measurements. Set key performance indicators, otherwise known as KPIs, to track metrics important to your business.
For example, conversions might be a top KPI for an e-commerce business while a brick-and-mortar retailer might value retweets for brand awareness.
Key Account Metrics
1) Engagements
The quantity of clients who retweeted, answered to, or preferred your tweet. These interactions indicate a desire to learn more, share your Tweet with others, or otherwise engage with you. This can be an important indicator of a call to action that is working well.
2) Engagement rate
This number reflects commitment isolated by the quantity of impressions. Suppose a tweet goes out at a terrible season of day (see our post on the best times to present on Twitter on stay away from this!), and just ten people see it (ten impressions), but eight of them Engaged with This could be a sign of content that performs better than a tweet that got 100 views and eight engagements.
3) Follower growth
This number shows the number of new followers you have gained in 30 days. This is a great indicator of increasing your content’s resonance and brand awareness. If you combine this metric with engagement, it will show you that the followers you are getting are quality and not just quantity.
4)Key Ad Metrics
Cost per result/engagement
This metric is the average cost per action (CPA) taken after a user views your ad. Your mission is possibly charged when a client makes one of your ideal moves. Cost-per-result is valuable for dealing with your financial plan and estimating your profit from venture.
Key conversions
Key conversions track actions starting with your Twitter ad and ending on your website. It gives a perspective on the way taken by a client to finish an exchange on your site eventually. With the ability to drill down into engagement, conversions, transaction values, and total sales, it’s the perfect metric for measuring ROI.
Results or Return on Investment (ROI)
Results are the number of intended actions generated by your ad. These can include engagements, video views, clicks, and conversions. You want to be aware on the off chance that your promotion is accomplishing the mission goals and giving you a decent return on initial capital investment. Result rate is the quantity of results got separated by the quantity of impressions got by the promotion. Make sure you have a conversion tracking setup to track ROI.
Now that you know more about how Twitter Analytics works, let’s look at 6 ways to use it effectively to increase engagement and performance.
1) Get to Know Your Followers
You can’t expect to create compelling and meaningful content for your audience if you don’t know anything about them. You can start with the basics by learning about their social media demographics (gender, age, language, income, and location) and their unique interests.
You can then compare your demographic data to general Twitter data, to see how your audience differs.
Follower data is found on your dashboard. Here, you can likewise focus on your audience in light of their favored gadget, conduct and interests. You can also find followers of similar accounts who are interested in following you.
These insights can also be used to create follower campaigns to grow your base. For example, pain relief producer Tiger Balm created an ad specifically to get people to follow them on Twitter.
2) What Tweets Are Working?
Twitter Analytics allows you to determine which topics lead to the most engagement. Engagement on Twitter includes follows, retweets, favorites, replies, URL clicks, media views, hashtag clicks, and mention clicks.
You’ll track down impressions, commitment, and commitment rates on the Tweets tab. If you keep track of which tweets are getting the most engagement over time, you’ll be able to target your content accordingly and build a closer relationship with your followers.
In 2021, Twitter announced its ‘Best of Tweets’, and one of the standout ‘Most Tweeted About Brands’ was the innovative and magical creator Disney. Reason? Sharing a variety of content and creating hype about new releases on his channels.
3) Know When to Tweet
With regards to Twitter, various days and times get more commitment than others. That’s why it’s important to try different posting days and times to see what works best for you. Check out our guide to the best times to post on Twitter.
Geographical data can also indicate the best time to post specific content. Twitter may analyze your data to recommend the best time to post for the best possible engagement.
However, don’t let the best day and time to tweet dictate your frequency. It’s still a good idea to post at least once a day and keep the volume of tweets more or less constant, so that your audience gets used to the frequency of your posts.
4) Make the most of TweetDeck
TweetDeck is perfect for big brands or people with a few Twitter accounts because it lets you view multiple timelines in one simple interface. It uses customizable columns to let you see a lot of information in one place like your main timeline, notifications, scheduled tweets, direct messages, etc.
This feature is perfect for social media managers or anyone working with social media accounts as you can use it to stay informed, get alerts for breaking news, monitor your brand voice, schedule tweets and share real-time content. Can be used to track multiple topics at once for quick searches. .
Just go to TweetDeck and the default columns will be ‘Home’, ‘Notifications’, ‘Messages’ and ‘Trading’. You can add or remove columns using the + icon. You can also write or send tweets and search.
This feature will help you keep track of all important conversations and news at one place. This way you can stay on top of trends and make sure you’re responding to customers’ direct messages.
5) Measure the Performance of Your Ads
When you invest in Twitter advertising, whether it’s in an ad campaign or boosting posts, you want to compare the ad’s performance to your regular posts.
You can do this on Twitter at the top right of the Tweets tab, which provides an overview of your paid and organic posts. Hover over any given area on the graph to get more detailed information.
Below that, you can click on ‘Promoted’ to zoom in on your paid posts to see how they performed from an impression and engagement perspective. Note that this data is not kept forever so be sure to download your data if you want to keep a long-term performance record.
6) Repeat Your Successes
If you look at the most popular tweet of all time, number one is Japanese billionaire entrepreneur Yusaku Maezawa, who offered 1 billion yen (equivalent to $9.1 million) to 1,000 people who follow and retweet. His tweet came about in (obviously) 4.1 million retweets, a record to date.
No doubt you don’t have access to that kind of motivation, but by using Twitter analytics regularly, you’ll soon see which strategies work best and which ones can be skipped.
For instance, do you get various associations in light of the tone and language utilized in your best-performing tweets? What is your top hashtag or tweet that includes a video or tweet card? Are there different days or times that work or calls to action that get more responses?
Use any insights from Twitter analytics to curate and schedule content for your upcoming tweets.
Do you want to know more about Twitter Analytics? Contact us at support@sunnydayconsulting.com!
