When it comes to building and growing your online presence, you might find yourself overwhelmed with all the possibilities. From creating a free website to mastering the art of social media, the directions seem endless. Even after you have narrowed down your options to just one social media channel, there are many paths you can take for creating content.
Take Twitter, for example. The platform sparks many content opportunities through tweets. You could create tweets of videos or articles made in-house or shared from others. You could also promote your products. Maybe you’ll even want to share inspirational quotes or fun facts. It’s great to get creative, but it’s important to take a step back and ask yourself if your content is lining up with your overall strategy and if you’re truly optimizing your hard work.
To do all of this, you’ll want to have a holistic picture of your Twitter account’s performance to know what you should keep doing, what you can toss, and where you can improve in the future. That’s what Twitter analytics is for.
In this article you will learn everything there is to know about Twitter analytics, as well as the most useful and significant tools that you can start taking advantage of today:
Summary page
Tweet activity
Video Content Performance
Audience Insights
Events
Twitter analytics explained
Twitter analytics is a feature of the platform that allows you to track the performance of your Twitter account. From tweets to followers and more, it enables you to understand the importance of every word, image, or video that you post. These insights will help you no matter what your goal is: To gain more followers, understand your audience better, or even run a viral Twitter marketing campaign.
You’re able to gain this valuable information through tools that allow you to see a breakdown of your top tweets, comparisons of data across ranges of time, breakdowns of your audience’s interests, and more. From that information, you can test out different content to see what works and what doesn’t through behavioral analytics. After that, you can refine your strategy for the future.
01. Summary Page
The Summary Page is meant to just give you an overall glance at your data and performance. Located on the ‘Home’ page you’ll find a 28-day summary of your tweets, followers, impressions, profile visits and mentions. This will allow you to see how your content is measuring up in the past four weeks. On this page, you can also browse all of this information for every previous month - which will help you differentiate month-to-month performance. Under each month’s section, you’ll also find visual data on the top follower, tweet and mention.
After examining all of this information, you might wonder why one month’s engagements outshone another or why your profile visits have gradually increased or declined over the past few months. This is just a brief outline, the following information will help you answer deeper insights about your performance, like diving into more specific stats to understand the cause of all of this.
02. Tweet activity
The second-best place to check your Twitter performance is the ‘Tweets’ tab. Here you can discover everything you need to know about the performance of your tweets. The first thing you’ll want to do is choose your time frame, which can be the past seven days, 28 days, or a specific month. Then you can browse the impressions, engagements, and engagement rate of each tweet over that period of time.
It’s possible to see top tweets measured by impressions within your tweet activity (the number of people exposed to your tweet). The last insightful part of this section is the ability to go day-by-day and browse each piece of contents’ performance. Examples of this include, engagement rate to link clicks, retweets, likes, and replies.
03. Video Content Performance
Video content can contribute to 157% increase in organic traffic for your website. As one of the most engaging and viral forms of content on the Web today, it’s important to take advantage of it. So, if you’re using this form, you’ll be happy to hear that you can also measure the results of video content performance on Twitter. Here you can select a time period, then view each day’s and individual video’s total views and completion rate (the fraction of viewers that watched your video all the way to the end).
04. Audience Insights
Some common questions you’ll rightfully have about your Twitter audience are: Who are they? Where are they coming from? How are they behaving? What type of content are they consuming? And am I reaching the intended target audience? The ‘Audience Insights’ section is used specifically for this purpose. The available data is extensive and resourceful.
Provided within this section is everything you need to know about your audience, from their interests and occupations to their purchasing habits. First, choose your audience breakdown (as the default is all Twitter users). You can choose from your followers, an audience surrounding a campaign, one that you’ve tailor made to fit specific advertisements, or organically reached. From here you’ll be able to see tons of useful information about the particular crowd you’ve chosen.
An interesting feature in the Audience insights section is the option to add a comparison audience. For example, browse in parallel the audience of two different campaigns you ran to see if you’re targeting the people that you want to. Here you can also learn how you can match your tweets and promotions with their interests better in the future. Overall, this section will provide you with tons of beneficial information to help you better understand your audience through different periods of time and campaigns.
05. Events
If you’re looking for inspiration for your next social media marketing campaign, the ‘Events’ section of Twitter highlights is a great place to start. Here you’ll find information on future events happening around the world that will most likely be trending topics on Twitter.
Themes range from entertainment to conferences, politics, holidays, sports, movies, and more. Within each event, Twitter also provides key stats on how many people they expect it will reach, gender, where people interested are located, and more. One idea you can do after browsing this information is to choose events that match your target audience’s interests (as you can learn from the audience insights section).
