As Twitter has become one of the most popular social media platforms, there is a big amount of businesses that want to use Twitter to boost their social presence. What is more, due to the rapidly changing nature of Twitter, brands consider this social media platform as an efficient way to build their online existence and awareness.
However, the problem arises when brands don’t know how to gain the most benefit from their Twitter posts. They don’t even figure out what of their actions are wrong and need to be eliminated and what lead to success. In other words, some brands just post content on Twitter and believe that it will be engaging enough in order to catch users’ attention, but this performance seems worthless. It is like acting with your eyes closed.
Fortunately, Twitter Analytics come to assistance. The insights suggested by the Twitter platform help to understand how the content you upload is working for your business. You can learn more about your target audience and realize in general if you are moving in a right direction.
Every successful marketer will agree with the idea that in order to transfer insightful conclusions into an effective and actionable social media strategy, it is important to be sure that you’re looking at the right metrics and come to the right decisions after analyzing the data of your actions.
In this article 5 Twitter metrics that are worth to track are going to be reviewed, in order to stand out from 330 million of Twitter platform’s users and reach the bigger audience.
So, which metrics are useful to pay attention to?
However, before we start our discussion about the metrics that really matter, let’s shortly see where to find Analytics on twitter platform.
You just need to tap your profile and choose “Analytics” from a drop-down menu. Once you enter Twitter Analytics, Twitter will begin to pull various information for tweets. In case if you see that the dashboard of your Twitter Analytics is empty, give a time to it to collect more insights.
The best Twitter metrics to track
1. Average performance
There are a lot different situations when one day you are a popular brand on a social media platform, but something happens and the next day your profile isn’t so attractive to your Twitter followers.
It means that analyzing your Twitter account’s performance success isn’t as easy as it may seem. In this case, it is advised to begin with the insights of averages.
Start to measure your Twitter average engagement rate, average retweets’ number and it will be simple for you to see from the graphs how numbers vary on day-to-day or monthly basis (becomes better or goes down).
It is better to begin from metrics that are more general and then go deeper.
2. Audience type
Successful performance on Twitter is about being social, which means get to know Twitter users who follow you. In this case, for better perceptions of your Twitter audience’s characteristics use “Follower” tab which contains a lot of helpful and valuable insights.
This section is where you can find demographics, such as the gender of your audience, their geographical location, interests of your followers and even what kind of lifestyle do they lead.
After analyzing the information about your followers, it should help you to discover what content to create and upload on Twitter platform, in order to correspond to the interests of your audience. Consequently, this will assist in attracting audience’s attention and inducing them to engage with your tweets.
What is more, Twitter Analytics let you to compare the data about your followers to other various segments.
3. Engagement rate
Engagement is considered as one of the most significant insights of Twitter that every brand needs to track. In general, being active on social media helps to establish relationship with your audience.
Actually, great thing about Twitter platform is that there are a lot of methods how Twitter users can interact with your content. It means that engagement rate is evaluated when someone likes your tweet, leaves a comment on your post, retweets it, follows you or uses your created branded hashtag.
Engagement rate is equivalent to tweets’ engagement divided by impressions’ number that tweets received. In this case, a brief look at the percentage of your Twitter engagement rate should be enough to understand if your performance is successful or not.
Results of engagement rate help to find out which types of tweets and topics your target audience considers as entertaining and informative and in this way to improve your future Twitter content strategy. Because what is the point to share the content which is not engaging?
Besides, according to social media studies, median Twitter engagement rate across all industries is 0.048%. So, use this number as a comparison when you analyze how your Twitter posts are performing.
Another not less important metric, which identifies the number of times the tweet is seen by the user, is called impressions. As impression’s index is counted every time the tweet shows up on Twitter users’ timeline, so, if 3 of your followers see your tweet, then your Twitter post will make total number of 3 impressions.
What is more, impressions are counted when your Twitter followers re-share your tweet on their profiles.
If your Twitter account’s performance generates low engagement and a high level of impressions, it won’t only mean that you are not making the right type of tweets, it can also mean that you try to target very niche audience which preferences are hard to understand.
All in all, number of impressions can help you to understand how many Twitter users you are able to reach.
5. Followers’ growth
Every brand, which is performing on social media, wants to be popular, it means to have a lot of followers. Although in most cases quality is more important than quantity, when it comes to followers’ growth, the bigger amount of users you have in your followers’ base, the better opportunity to receive the higher tweets’ engagement and probably convert these people to your customers.
Twitter Analytics allows you to monitor how the amount of your followers varies on weekly basis, does it grow or decrease. You can use this information to find out how these changes are related to tweets you upload.
For example, if you notice that your followers’ number sharply moved down after a period of sustained increase, this is a signal to check what type of Twitter content has been uploaded.
Wrapping things up, I hope that today’s review of Twitter metrics that help to tweet better was informative for you and you will be able to apply some tips to increase your Twitter performance.
Remember that it is impossible to get success without evaluating and analyzing your actions. In this case, Twitter Analytics provide useful metrics that should be tracked in order to figure out the performance of your tweets and what parts of your strategy need an improvement.
If you have thoughts regarding this topic, drop a line in comments’ box below!