In July, Twitter opened up organic Tweet analytics to advertisers, Twitter Card publishers and verified users. Now, they have recently granted access to everyone, and I’m not going to lie – I’m so excited.
As someone who works on several Twitter accounts, I’ve been dying to know not only how my Tweets are performing, but also the specifics, so that I can tweak my content strategy each week until I find what works best.
Since this analytics dashboard is now available to all users, you can access it here to sign into your Twitter account and start digging deep into the nitty gritty of your Twitter performance.
But what does this update mean for marketers?
It means that with this new dashboard, we’ll be able to see how our tweets are performing in real time, compare impressions, total engagements and Retweets for each month, export performance metrics into a CSV file and much more!
This gold mine of information will help marketers, like myself, analyze the different types of content that resonated most with our brand’s followers, and which content fell through the cracks. By paying attention to these details, we’ll slowly be able to improve engagement and have our content seen and shared by more and more people.
Here are a few tips that I’ve gathered from analyzing our company Twitter page:
Don’t be afraid to Tweet similar content multiple times per day. Like me, many of you may have a fear of seeing clutter on your page. Is it worth it? We think yes.
As you can see from the image below, we Tweeted the same content more than once on this particular day. Although they may look repetitive back to back on our homepage, both tweets were seen and engaged with similarly. So, why not Tweet it out multiple times?
Experiment with Time.
With this new dashboard, you can look through your highest and lowest performing Tweets and see the time of day you posted them.
The Tweet in the image below had more impressions than some of our other posts, so I decided to check the time of day. On the analytics dashboard, you can click on the individual Tweet to see more details. In this case, the Tweet was posted at 11:03 AM. Because of this, in the future I might try posting at this time on a regular basis and see if I get similar results.
Ask a Question.
Asking a question is a great way to switch up your writing style. As you can see from the images below, our Tweet that asked a question got a larger number of impressions and engagements, and a larger engagement rate than the one that didn’t – even though it promoted the same guide.
Attach an Image.
Social media users love seeing an image along with content. In this case, both posts were about LinkedIn’s publish feature, but the post with an image saw many more impressions and a much higher engagement rate than the second post. I’m not saying to attach an image to every Tweet, but if you’re not doing it at all, it may be time to add images into your strategy.
Just from writing this post, I’ve already learned so much about my company’s Twitter page and what I can do to take its performance to the next level. From now on, I’m going to be paying close attention to this new dashboard – are you?