When it comes to creating and growing your online presence, it’s normal to feel overwhelmed with all the possibilities that exist on the Web. From creating a website to mastering the art of social media, the options seem endless. Even if you narrow your options down to a single platform, there are many paths you can take to create content.
Take Twitter as an example. The platform offers many content creation opportunities through tweets. You can create tweets of your own videos or articles or share the content that others publish. You can also promote your products. Maybe you even want to share inspiring quotes or fun facts. It’s great to be creative, but before letting your imagination run wild and creating an arsenal of content, it’s important to stop and think and check that the content you’re about to generate is aligned with your overall strategy and that you’re really optimizing your work to the fullest.
But all this is impossible if you don’t have a general idea of the performance of your Twitter account. Only then will you be able to know what you should continue doing, what you can keep in your desk drawer and where you can improve in the future. This is why Twitter analytics exists.
In this article, you’ll learn everything you need to know about Twitter analytics, as well as the most useful and meaningful tools you can start using today:
- Home Page
- Twitter Activity
- Video Activity
- Audience Information
- Events
What is Twitter Analytics
Twitter Analytics is a feature of the famous platform that allows you to track the performance of your Twitter account. With data about each tweet and your followers, it allows you to understand the importance of each word, image or video you publish. This information will help you more easily achieve your goal, whether it’s increasing followers, better understanding your audience, or even going viral. To get to this valuable information, there are a number of tools that show a breakdown of your top tweets, data comparisons across different time ranges, analysis of your audience’s interests, and more. Once you have this data in your possession, you can define your content strategy and analyze what works and what doesn’t, in order to optimize your plan.
01. Home Page
The home page is designed to offer an overview of your data and performance. Here you will find a summary of the last 28 days in terms of tweets, followers, impressions, profile visits and mentions. This will allow you to get an idea of how your content performs each month as well as being able to make comparisons between different periods. In this section you will also find visual data on who was your top follower, top Tweet and top mention. This is just a brief summary, the following tools will help you get more detailed information about your actual performance through more specific statistics.
02. Tweet Activity
The second best place to check the performance of your Twitter account is the “Tweets” tab. Here you can discover everything you need to know about the performance of your posts. Start by choosing a time period: it can be 7 days, 3 months. Then, examine the impressions, likes, and engagement rate of each tweet during the defined time period. It is also possible to see the best Tweets of the selected period. They are measured by their number of impressions. Finally, this section allows you to collect daily information and review the success of each of your content: how many retweets they got, what is the engagement rate, the number of people who clicked on the link or the image, etc. In short, information of great utility to understand the effectiveness of your publications.
03. Video Activity
Video content can contribute to a 157% increase in organic traffic to your website. It is one of the most engaging and viral content formats on the Web today, and as such, it is important to take advantage of it. Therefore, if you are already using this format, you will be glad to know that you can also measure the results of its performance on Twitter. In the “Video Activity” tab you can select a time period and access the total views and completion rate (percentage of users who fully viewed the video) of each video.
04. Audience Information
Who are your followers? Where do they come from? How do they behave? What kind of content do they prefer? Am I reaching my target audience? These are the common questions we all ask ourselves as we try to understand our performance on Twitter, and we are going to answer them!
In the audience section you will find relevant information about your followers, their interests, their demographic and geographic distribution, what they consume on television and even what their mobile operator is. The first thing you have to do is select your audience (by default all Twitter users appear). They can be all your followers, your organic audience or establish an audience according to a campaign or according to certain interests only. The narrower the circle, the more information you can get from the information provided. An interesting feature is the ability to compare two audiences. In general, this section provides a lot of useful information to help you better understand your audience in different time periods and campaigns.
05. Events
If you are looking for inspiration for your social media content, the “Events” section of Twitter is a great place to start. Here you will find information about upcoming events happening around the world that are likely to be trending topics on Twitter. Topics range from entertainment to conferences, politics, holidays, sports, movies and more. Within each event, Twitter also provides key statistics about the number of people they expect to reach, gender, location of interested people, etc. One idea you can carry out after inspecting this section is to choose events that match the interests of your target audience and publish related content.
