Twitter recently opened up their analytics feature, previously only available to advertisers, to all users. Here’s your fair warning: it’s addictive.
This new feature shows your tweet activity, along with impressions, engagement and engagement rate for each individual post. What’s more, if you’d like more detail on a particular post, you can simply click on it to see the number of retweets, link clicks, replies, favorites, and a graph showing the days that the post saw the most activity. Wondering how your stats compare to the last 28-day period? It tells you that too.
Trust me, once you see your stats, you’ll be checking in often to see your progress. For me, it turns Twitter into a game of sorts, trying to outdo what I previously accomplished. There’s nothing more disappointing than seeing that red text that says you have fewer impressions than your last 28-day period.
Marketers should be jumping for joy to see this feature roll out. There are many programs out there that provide the same, or very similar, stats. But most of them aren’t free and laid out in such an easily digestible format.
Now that you have all this great information, the key is to use it to your advantage. Here are some key stats to break down:
- What type of content gets the most engagement? Are there certain keywords that your followers respond to? Certain images that hit home? Use this information to pinpoint what information your audience is really looking for.
- Is there a correlation between impressions or highly engaged posts and the times they’re being posted? Are certain days of the week more active than others? Take advantage of the times when you have your followers’ attention.
- What don’t your followers respond to? This can be just as important as what they do respond to. Make sure you post for quality and cut out the rest.
Go ahead, spend some time with your analytics. You may be surprised by the difference it’ll make in your strategy.