To get the most out of Twitter marketing campaigns, marketers need to analyse the audience behaviour on the platform and the changes in the platform features. Brands usually use Twitter to build a community around their products and services. This helps them connect with audiences that are inclined towards their brand offerings. Audiences on Twitter know why they want to consume content from a particular handle and this makes it easier for brands to identify who their potential customers are. Twitter analytics further helps marketers streamline Twitter marketing efforts.
In order to implement the data derived from Twitter analysis, it is first necessary to understand the platform thoroughly. Analytics for Twitter involves more than just count of tweet favourites and retweets. Twitter analytics tools like Unbox Social can simplify your analytics needs to a great extent. The tool provides you with detailed Twitter insights that help you measure your brand performance on Twitter.
Before we get into Twitter analytics, let’s know about the crucial Twitter statistics for 2022 that will help you understand the functioning of the platform better.
Twitter Statistics Every Marketer Must Know About
1. Most Twitter users use the platform for entertainment purposes
Twitter is a platform that helps you stay up-to-date with all the latest information and happenings around the world. The micro-blogging platform has emerged as one of the most reliable channels for entertainment and information. However, the audience behaviour has undergone a drastic change, especially after the pandemic. According to research studies, most users use Twitter for entertainment purposes. Initially, Twitter was termed a social media channel for information and news. Users now head to the platform heavily for entertainment. The credit for this goes to the increase in video content. Additionally, the platform is now filled with brand campaigns that are loaded with interactive content which has increased the entertainment level on the platform. Using relevant Twitter analytics tools can help you detect the best form of content for your audience base on the platform.
2. The Twitter user base is expected to grow by 2% this year
Twitter has always been the last choice for brand marketers as the main focus is still on Instagram and Facebook. However, the platform is steadily growing in terms of its user base which makes it one of the crucial platforms for marketing. According to reports, Twitter is expecting a 2% increase in its user base this year. This can be an advantage for brands who want to expand their social media presence or want to diversify their target audience. Make sure you track the Twitter follower analytics carefully to know your audience base well. Social media analytics tools like Unbox Social help you measure your brand performance on the platform. Right from follower growth to top hashtags, the tool gives you Twitter metrics for everything that matters to your brand growth.
3. Users take Twitter ads seriously (Brand Marketers Rejoice!)
On most social media platforms, users dislike ads because they interrupt their scrolling. However, Twitter is unique in that case. The micro-blogging platform is the best channel for brand marketers to advertise their products and services. The best part about advertising on Twitter is that users on the platform take ads seriously which makes it a win for brands. As compared to other social media platforms, ads are taken seriously on Twitter which helps brands increase their reach. This goes for both new and established brands!
Before you allocate the budget for ads on Twitter, see to it that you measure the Twitter metrics thoroughly and implement the data in your ad campaigns. This will help you get the most out of your ad spends.
4. 2021 recorded 186 million active Twitter users
The 2021 statistics show Twitter had 186 million active users. The number is set to increase this year by 2% which clearly shows this is an important platform to target when it comes to branding and promotion. The brands can make use of this huge audience base because it gives them a chance to turn undiscovered users into active consumers. The best way to make it on Twitter is to measure your competitors on the platform. Twitter competitor analysis will help you monitor what is working in the favour of your competitors on the platform. Unbox Social’s Twitter competitor analysis feature will help you with all the crucial metrics needed to track the performance of your industry rivals on the platform.
5. Twitter majorly consists of male audience
The audience demographics on Twitter are necessary to understand if you want to make a mark on the platform. Unbox Social’s Twitter analytics feature helps you decode your audience base on the platform in detail. Right from the basic audience demographics to audience interest, the tool gives you in-depth Twitter insights into all the factors that affect your audience base on the platform. As per reports, Twitter majorly consists of male audience. Brands that are specifically selling male-oriented products must not ignore this platform!
6. Tweets with hashtags still gain more engagement on the platform
Marketers on Instagram are now trying different content formats wherein some are also doing away with the hashtags. Long-form content is working well on most platforms but things are different for Twitter. Twitter is meant for crisp content that fits into a limited number of characters. This means hashtags have a crucial role to play here. Marketing studies state that hashtags are extremely important for Twitter engagement and increasing Twitter impressions. Brands must use relevant hashtags if they want to generate engagement on Twitter.
7. Video content on Twitter received the highest engagement
Video content has taken over every form of content on social media. Videos form the majority of content on social media and are known to give the best results to marketers. This also goes for Twitter. It is being found that most Twitter users use the platform to view video content on the platform. Video content on Twitter fetches maximum engagement and helps brands convey their brand message properly. With video, marketers can creatively frame their campaigns that relate to the audiences.
8. Twitter has benefitted most B2B businesses in terms of marketing
It is being observed that Twitter has benefitted most B2B businesses. The platform is apt for businesses that want to connect with like-minded professionals and promote their services.
9. Twitter is heavily used by people below 30 years of age
Twitter audience insights suggest that the platform is majorly used by people who are below the age of 30. This means a majority of them are millennials. This data is useful for brands to plan their marketing strategies. If a product or a service is relevant to the stated age group it makes all the more sense to promote and market it on Twitter.
10. Around 54% of Twitter users respond to brand mentions on the platform
On most platforms, users are likely to ignore brand mentions and promotions but on Twitter, the case is totally different. It is observed that around 54% of users respond to brand mentions and also take ads seriously. This makes it a reliable platform for marketing.
We hope these Twitter statistics will help you implement your Twitter campaigns effectively. See to it that you are aware of the changes on the platform and know what is trending on Twitter. Track and analyse your Twitter performance on a regular basis and monitor your competitors thoroughly to get the most out of Twitter.
