How you can use Twitter Analytics for your marketing

Ways to use Twitter Analytics

Using Twitter as a marketing tool is something every business or marketer should be taking full advantage of. In order to achieve better results from your Twitter campaigns, it is a good idea to identify what has been working and what hasn’t, and learning more about your audience as a whole. It is also your best option for managing your Twitter advertising and ensuring it is performing as it should. In this blog, we will discuss the most effective way to use Twitter Analytics.

Get to know your followers

You can’t be expected to create some of the best campaigns and content if you don’t know your audience, their likes, dislikes and characteristics. In order to do this, you can find out the general demographics of your audience. Follower data is found in the Audience Insights dashboard. You can also target your audience based on their preferred device, behaviour, and interests. You can even find followers of similar accounts who may be interested in following you.

What tweets are working

Twitter analytics allows you to determine which topics elicit the most engagements. This includes the amount of follows, retweets, favourites, replies and clicks. You can find these analytics under the Tweets tab. It is a good idea to keep a constant eye on which tweets are achieving the most engagements over time, which means you will then be able to target your content accordingly and develop a closer connection with your followers.

Know when to tweet

Getting the timing right is crucial. Some tweets perform better at certain times of the day and certain days of the week. If you go to your Tweets dashboard, you can see what time and day you posted the tweets, and you will be able to tell which ones performed better at what time. However, it is still important to post as often as possible in order to increase engagement, also by doing this your audience are likely to become accustomed to the frequency of your posts.

Leverage events

You can access the Twitter events calendar in the events tab of your ads account and browse by category or search by name. You can also filter by geography or by date. Click on the event to discover some historical data and to determine if it’s the right fit for you. If it is, you can then choose to start a new campaign, set your campaign objectives, and launch. It is an excellent way to activate engagement surrounding an event.

Measure the performance of your ads

When creating Twitter campaigns or boosting any posts, you will want to compare ad performance against your regular posts, especially if you are investing money into them. On your tweets you are able to click the graph at the top right of the Tweets tab that provides a glimpse of both your paid and organic posts. You can also get more detailed information by hovering over any given spot on the graph. Below that you can click on “promoted” to get a closer look at your paid posts to see how they performed from both an impressions and engagement point of view.