Perfecting your Twitter content strategy to ensure it achieves your marketing objectives is no simple task. You need great copy, engaging creatives, clever use of keywords and hashtags, and content that is truly useful and valuable to your audience.
With so many boxes to tick, it’s a good thing Twitter provides insights to help you understand your followers and the Twitter community as a whole. Every word, photo, video, and follower can have an impact on your strategy.
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 campaigns and get better results.
Below, we've got eight things you can learn from your Twitter data:
The number of visits to your Twitter profile is displayed at the top of your analytics dashboard. This number is reflected across a 28-day period and is updated daily. It also shows how it compares to the last 28-day period, along with a mini graph displaying this data over time.
This can help you monitor if the amount of people visiting your profile is going up or down, so you plan and adjust your Tweets accordingly.
Similar to the profile visits metric, you can also view your @mentions over the last 28 days and over time. Your top mention is also displayed each month, calculated by engagement, with a link that drops you directly into that Tweet for extra context.
Top tip: The mentions section of your analytics dashboard can be a great customer service tool for your brand. Be sure to engage with followers that are asking questions or leaving reviews about your products or services.
Under the Tweets section, you can find a list of all your Tweets and the number of impressions. You can see individual Tweet performance, as well as recent months or a 28-day overview of cumulative impressions.
Capitalize on this information by repurposing Tweets that gained the most impressions, or creating Tweets on a similar subject.
You can also use the cumulative overview to compare monthly activity. What did you do differently in a month with higher impressions? Did you Tweet more frequently? Take a look and see how you can recreate months that earned you high impressions. Another option is to try out Twitter Ads, which will help your content reach more people.
Tweet engagements and engagement rate
Similar to impressions, the Tweets section also shows your Tweets engagement, or the number of interactions your Tweet has received, as well as the engagement rate, which is engagements divided by impressions.
If your Tweets are receiving little engagement, you may want to rethink your subject matter and format. For instance, add photo or video to your content mix, which tends to generate more engagement – not forgetting the 84% year-on-year increase in watch time on Twitter.1
Each month, your main analytics dashboard will display your top Tweet and top media Tweet (by impressions). Click "View Tweet activity" to see the specific engagement broken down by detail expands, link clicks, profile clicks, and more.
Seeing all your top Tweets per month laid out in the same place allows you to aggregate the learnings and see what they have in common.
Are they all adopting the same brand voice? Do they all have an emoji in them? What kind of call to action resonates best with your followers?
Top tip: Look for trends within your top-performing Tweets. What days do your Tweets perform best? What time and day do your Tweets see the most engagement? Use these insights to amplify your Twitter strategy.
In the follower section of your dashboard, you can track how your following has changed over the last 30 days, and also how many new followers you’ve received per day. If you notice a particular day has either gained or lost you several followers, check what you Tweeted that day to try and determine the cause.
You can also consider running a followers campaign to gain engaged new followers.
Top tip: Engaging with your followers helps to build brand loyalty. Reply, Retweet, and follow back users that you can see often engage with your brand’s Twitter profile. By doing this you’ll create a more engaged and loyal follower base.
Video content performance
If you’re using video as part of your content strategy, you can track your video views, as well as see a bigger picture of how people are responding to your videos. For instance, are they watching it to completion?
If a follower engages with one of your ads on Twitter on their mobile, and then uses their laptop to convert, or buy your product, conversion tracking will correctly attribute this to your Twitter ad.
It essentially enables you to measure your return on ad spend by tracking the actions of people once they view or engage with your ads on Twitter.
Check out our guide for full details on setting up conversion tracking for your website or app.
If you want to fine-tune your Twitter strategy, spending some time understanding your Twitter analytics is a great place to start. Get started by viewing your Twitter analytics dashboard today.