Twitter Analytics

Twitter Analytics

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A couple of weeks ago, we talked about how to use Instagram Insights and how it could help you to better understand your followers. Luckily for those of you who prefer other social media platforms, Instagram isn’t the only one with built in analytics. Today, we’re going to look at Twitter Analytics and what you can learn from them.

How To Use Twitter Analytics

Before you can look at what Twitter Analytics has to offer, you need to know how to find it. To access Twitter Analytics on desktop, click ‘More’ on the left sidebar, then click ‘Analytics’.

On the app, you can view insights for individual tweets, but you can’t view all of the Analytics available on desktop. To do this, simply tap on the Analytics icon on the tweet you want to look at. (The Analytics icon looks like three vertical lines and should be in the bottom right corner.)

Twitter Analytics is available to all users, regardless of whether you are an individual or a business, or how many followers you have.

What Can Twitter Analytics Tell Us?

When you open Twitter Analytics, you will be brought to the home page. This shows you a monthly breakdown of activity on your account. For each month, you will see your Top Tweet, Top Follower, Top Mention, and Top Media Tweet.

Let’s run through what all these things mean.

Top Tweet: the tweet from that month with the highest number of impressions.

Top Follower: the person who followed you who has the most followers.

Top Mention: the tweet which you are mentioned in which received the most engagements.

Top Media Tweet: the tweet which contains an image or video which had the most impressions.

Impressions: the number of times your tweet appears on someone’s timeline.

Engagements: the number of times a user interacted with your tweet. This includes retweets, likes, replies, profile clicks, link clicks, and more.

You will also see the number of Tweets, Tweet Impressions, Profile Visits, Mentions, and New Followers. These metrics are pretty self-explanatory.

Moving on to the Tweets tab. This shows you a list of your tweets, which are sorted by date by default. This shows you the impressions, engagement, and engagement rate for each tweet. Engagement rate is calculated by dividing engagement by impressions.

If you click on a tweet, you can see a breakdown of the engagements. This allows you to see how many likes, retweets, profile visits, etc. you received for an individual tweet.

By default, the Tweet Activity page shows you information about the past 28 days. You can change the time frame to show you a specific month, the last 7 days, or a custom time period.

At the top of the page, you will see a graph, showing you a daily breakdown of number of impressions and number of tweets.

Down the right-hand side, you have a list of engagement metrics for the set time frame, including engagement rate, link clicks, and retweets.

Why Should You Use Twitter Analytics?

In the past, Twitter Analytics also showed you insights about your followers. This included information such as age, location, and interests. Unfortunately, Twitter removed this functionality in January.

Despite this, Twitter Analytics can still provide some interesting insight into what content your followers like and what they are less interested in. For example, if your most engaged with tweets contain videos, then you know that your followers want to see videos.

Finding success on social media is all about creating the content that your followers want to see. Using Twitter Analytics can help you to identify what content is working well and what isn’t.

Have you used Twitter Analytics? Let me know your thoughts in the comments.

Did you know we offer Social Media services? If you want help creating engaging content or identifying your target audience, then get in touch with us.

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