Twitter offers brands a great opportunity to reach and engage with a large audience and increase brand popularity.
When it comes to analyzing and understanding the efforts of your Twitter marketing strategy, there is a lot you need to know.
There are plenty of twitter analytics tools you can use to measure your content marketing to branded hashtag campaigns.
This article will help to understand how twitter inbuilt analytics platform can be used for marketing and measure ROI.
Twitter Analytics dashboard by Twitter
Twitter analytics contains information about your actions on Twitter as well as people who follow you or interact with your tweets.
In the Twitter analytics section, you can view your Twitter account’s routine reports.It gives you an accurate overview about how well your tweets are being received by the audience. It also shows which types of tweets are doing better than the others.
How to access Twitter Analytics
To do that, go to your Twitter Analytics page. You can also click on your profile picture on your Twitter homepage and select “Analytics” from there.
On the analytics page, you will find five tabs
- Home: Under this tab, you get a complete overview about how your Twitter account performed in the last 28 days.
- Tweet: The tweets tab displays stats about every individual tweet
- Audiences: In this, you get details about the behavior of your Twitter followers as well as other Twitter users
- Events: In the Events tab, you will get access to all the major events in the coming days that are bound to create buzz on Twitter. There is also a list of popular recurring hashtags
- More: Here you will get information about the videos you have shared, website tracking, and app manager
Though, the general view of the Twitter account can be helpful, by digging deeper into your Twitter insights, you can get a better idea about what kind of content resonates better with your followers which will, in turn, lead to better engagement in the future.
Learn how these twitter metrics can be used for twitter growth
#1. Track your audience growth to increase visibility
The total number of followers you have on Twitter reflects the number of Twitter users that have chosen to follow your tweets. On the “Home” tab of the Twitter Analytics page, you will find your follower count and also how much the number has increased or decreased over the period of 28 days.
Apart from that, you will also see the percentage change in the following parameters for the 28-day period:
- Tweet impressions
- Profile visits
Your follower count on Twitter is important, because of many reasons including:
- Twitter accounts with high number of followers are automatically seen as more influencing by users and they provide a social proof that your brand is a credible one
- More number of followers means more people will see your tweets and engage with them. It also means that you have a higher chance of connecting with potential customers
#2. Boost engagement by checking what kind of content resonates
Twitter Analytics allows you to measure engagement and visibility of your tweets through several parameters, including:
Impressions: It is the total number of times your tweet is seen by other Twitter users.
Engagement: It is the number of clicks or interactions your tweet receives. The interactions can be — likes, retweets, reply and clicks on hashtags, media, profile or links.
Engagement rate: Expressed as a percentage, it is the ratio number of engagement received per number of impressions.
Go to the “Tweets” tab on the Twitter Analytics page and you will be able to see the impressions, engagement, and engagement rate of all your tweets.
There is also a 28-day graph of your tweet activity. You can change the duration of the graph or download CSV file of your Twitter data.
There are several ways to use this information to boost engagement, including:
- Discover your top tweets to see which type of content resonates the most with your audience. To check your top content, go to the “Top Tweets” option in the “Tweets” tab
- Find the hashtags that get your tweets more impressions than usual. Check your top tweets and see which hashtags you used in them that led to higher engagement and impressions. You can use these hashtags more often in your tweets.
- Analyze the peaks in the tweet graph to check on what days you received the highest impressions and then check what tweets made that happen. If there are certain days of the week that naturally get more impressions, then tweet more on those days.
#3. Schedule tweets based on your audience location for more engagement
Explore more about your followers under the “Audiences” tab. You will get information about your followers demographics, gender, location, interests, and much more.
But to be able to get the highest impressions and engagement, you must post a tweet when a wide section of your followers are checking their Twitter.
For instance, most users check Twitter early in the morning. But if the maximum of your followers are in the US (EST or PST) and you are scheduling tweets according to GMT, then you would be sending out tweets five hours too early and your followers would miss the updates because they would probably be sleeping.
Instead, use Audience analytics to see where majority of your followers are located and then schedule tweets according to their local time.
The Audience tab has a “Demographics” option which reveals the personal insights about your followers —
Apart from checking their country to schedule tweets, there are several other ways you can utilize this information:
- Schedule tweets for multiple timezones for countries like the US that have different timezones. You can check the states your followers are in and schedule tweets for the timezones where maximum of your followers reside
You can schedule them using Buffer Powerscheduler. I use buffer chrome plugin to schedule such tweets multiple times.Buffer also suggest timing to schedule content when you can have better engagement Click To Tweet
#4. Check current audience and their interests for strategic twitter marketing
As we mentioned above, the “Audience” tab can drill down the popular topics that your followers are discussing or talking about.
The reason why audience interests can be highly valuable to your brand is because you can discover the topics that your followers are more inclined to be interested in. Brand managers can then incorporate these topics with their brand content and there will be a good chance that their followers will read, share, and comment on the tweets.
How to further use audience interests into your social media strategy
- Incorporate your audience’s interests into your tweets and post accordingly. You can also include the topics into your brand tweets. For instance, here 84% of the followers seem to be interested in Bollywood. So, if you create tweets about your brand that refer to popular Bollywood movies or dialogues, then those tweets are bound to receive more engagement.
- Tweet content according to your ideal customer. You cannot control who follows you but you can control the type of content you post and the people you follow. In case your Twitter followers and ideal customer don’t match, then start by following people who fit the profile of your ideal customer and post relevant content for it.
#5. Scale your audience by incorporating upcoming trends into your tweets
Coming up with a winning hashtag campaign that is guaranteed to trend can be difficult, but you can find topics which are expected to trend on Twitter in the future to create tweets around them and increase engagement.
On the Twitter Analytics page, you will find the “Events” tab which lists out all the upcoming events that are bound to trend on Twitter. These events are also categorized according to Sports and Movies.
Apart from one-off events, you will also find recurring events and hashtags which trend every week.
By choosing a recurring hashtag that resonates with your brand, you can get increased visibility. For instance, many travel brands use #TravelTuesday hashtag to gain more traction.
— Canon USA Imaging (@CanonUSAimaging) May 16, 2017
#6. Compare your audience with the rest of Twitter users
With the Comparison audience option under the “Audience” tab you will be able to compare your Twitter followers with all the Twitter users. This will not only allow you to understand the demographics of your followers but also how they differ from the broader trends.
Twitter also lists out different audience persona and their demographics allowing marketers to research and analyze their potential customers and see how they differ from the brand’s current followers.Use Twitter Analytics to compare followers using filters like demographics, lifestyle,… Click To Tweet
How you can take advantage of this information
- Find your ideal customers and convert them into followers. While you cannot control who follows your brand, you can create specific content to attract your ideal customers. To start, compare your Twitter followers with the persona of your potential customer. For instance, if you are planning to launch a new beauty product, then you can compare your Twitter followers with Twitter users who actively show interested in makeup and beauty products to find the details of your ideal audience.
- Compare behavior of users from different income slabs to see what kind of content and products and topics those users gravitate towards and you can incorporate that in the content your content to attract more followers.
#7. Find the top influencers to reach a larger potential audience
By connecting with influencers in the same niche, you can reach a larger potential audience and in turn gain new followers as well as customers. But just collaborating with any influencer doesn’t work. You have to find influencers who have the same followers as your potential audience or customers.
Currently, Twitter analytics does not provide a way to find top influencers in your niche. But you can use analytics tools like Socialert, for listing out the top influencers for a hashtag.
To find the top influencers, all you would have to do is enter the hashtag you are trying to track and Socialert can quickly list out all the top influencers along with other analytics information.
How you can take advantage of this information
- You can reach out to the top influencers by retweeting their tweets or replying them to create a connection.
- Collaborate with influencers over a campaign to increase visibility of your brand through organic product placement.
As we have gathered, just posting content on Twitter is not enough to get a successful Twitter marketing campaign. Instead, you need data from Twitter analytics to see what kind of content resonates the most with your audience and what doesn’t.