Similarly to Facebook, Twitter has allowed advertisers to reach target audiences, streamline communication, and create a brand name in a simple yet beneficial way. Now, however, understanding how you’re doing as an advertiser on Twitter has gotten even easier: Enter the new Twitter analytics.
First introduced last week, you will now be able to see how many times users have viewed and engaged with organic tweets — in this sense, an organic tweet is a tweet that is promoted or advertised to a specific audience, such as students living in New York City.
Using this information, you will be able to see which tweets are performing well, when they are at their best, and through what mediums people are viewing your content. According to Twitter, the new analytics capabilities will let you investigate the following:
- How your Tweets are performing in real time
- Compare impressions (times a tweet is viewed by anyone on Twitter web and Android or iOS apps, including logged-out users), total engagements, and retweets month over month
- Use the tweet details page to see how many retweets, replies, favorites, follows, link clicks and embedded media clicks each Tweet received
- Export your tweet performance metrics into a CSV file, which now includes both organic and promoted data
There are, of course, a few stipulations. Functionality is only available to Twitter advertisers, verified users, and Twitter Card publishers. For advertisers only, you’ll need a credit card to signup, even if you don’t want to actually advertise. Again, this will allow you to unlock the following:
- Impressions
- Engagement
- Engagement rate
- Link clicks
- Retweets
- Favorites
- Replies
According to Kyle Joseph, there are some hidden benefits from organic tweet data. For instance, you’ll be able to gauge what types of content have appealed to your followers and what you need to rethink. This could be in the form of an image, video, company news, or industry insights. The result? Better brand engagement, as well as as in increased shot at boosting actions — such as mentions and replies — around future organic tweets.
In the scheme of things, you’ll be able to gain real insight instead of relying on generic best practices, which don’t work for every company or every industry. So, whether or not you decide to advertise on Twitter, understanding who your audience is and what they’re into can really play into your content strategy.
While you may not have access to Twitter’s organic tweet analytics, do you think you’ll use it in the future? Let me know in the comments below!
[…] analytics is a simple and effective way to monitor how your Twitter profile is performing. AdEspresso outlines how Twitter analytics enable a company to see which tweets are performing well & which […]