It is observed that most brand managers are super focused on Instagram and Facebook for their brand marketing. Twitter is often listed as the third most important platform for social media marketing. This is because most brand owners and social media marketers are still figuring out how to get the most out of this platform.
Twitter analytics can help you with the same!
No matter which social media platform you are marketing on, you can achieve nothing if you don’t know how to measure and analyse your content performance. The mantra for achieving success on social media is to – MEASURE & ANALYSE
Twitter metrics are fairly simple to decipher. But there is more to it than just Twitter impressions and Twitter engagement rate.
If you study the Twitter insights closely you will see how each of these metrics is an indication of how your marketing strategies are faring. Apart from the tweet performance, these Twitter metrics can tell you where your strategy needs to improve.
Brands are highly creative on Facebook and Instagram because of the nature of these platforms whereas on Twitter brands have to be to-the-point. The audience behaviour on Twitter is all about being in the NOW. The microblogging site is more of a news breaking platform wherein users want to be updated with everything that’s happening around the globe.
Getting visibility for brand content on Twitter is itself a very big challenge! This is where Twitter analytics come to your rescue.
Still figuring out how to analyse the Twitter metrics? Read this guide on Twitter analytics. People who are well versed with the same stick to this blog!
In this blog, we will talk about the ways in which Twitter analytics will help improve your brand marketing strategy.
Ways In Which Twitter Analytics Will Improve Your Marketing Strategy
1. Twitter helps you with audience insights
The change in the follower count along with reach and impression numbers will tell you a lot about your audience and its behaviour. Once you post content on Twitter start tracking the follower count. The change in the Twitter follower stats will tell you what kind of tweets are attracting more audience to your brand and what’s prompting them to stop following your brand.
Moreover, platforms like Unbox Social will give you in-depth insights on what your audience is interested in and what are the audience demographics.
Make sure you keep checking your Twitter follower growth as and when you post a tweet. This will give you an idea of what content form is working with your follower base and what is not.
2. Helps you compare your tweet performance
Brand managers can frame their Twitter strategies based on Twitter analytics. Once you start understanding Twitter analytics it becomes easier to figure out what kind of Twitter strategy to structure. The Twitter dashboard is a goldmine of data. Every tweet performance metric you get, you must compare. Maintain a sheet manually or rely on a social media analytics platform to give you monthly performance reports.
This will help you compare your strategies and will tell you which one worked well for your brand.
This is important for both established and newly launched brands on Twitter.
3. Tells you what is going on in your industry
Once you are active on Twitter you will come to know that the platform has the capability to keep you updated with everything. This also means that you will get to know a lot about what is going on in your industry. Having this knowledge will put you in a better position to frame effective Twitter marketing strategies.
Identify the trends in your niche and work on creating content around the same or simply try to create a trend that others can follow. This is extremely important to set the tone of your brand on the platform. Analytics on Twitter will further give you an idea of whether images work better for your brand or videos.
4. Conveying the need to use new Twitter features
Like other social media platforms, even Twitter has launched an Instagram Stories like feature called Twitter Fleets. A constant dip in your tweet performance is a clear indication that you need to use the Fleets feature to enhance your presence on the platform. Twitter Fleets is not just an addition to the platform but is also a creative gateway for brands and businesses to put forth their message.
When your tweets are not working well, posting too much can do more harm than good. This is when you can take the help of Fleets. Like Instagram Stories, Fleets stay visible for 24 hours. With Fleets, you can upload both images and videos which makes it all the more useful.
5. Tells you about your top tweets
Knowing about your top tweets is as important as knowing about the tweets that have not performed well. The analytics on Twitter will give you the stated information. Once you know about the top tweets you can frame your Twitter strategies around the same. This will save you a lot of time and effort to know what’s going to click with the audience and what is not.
This also depends on your Twitter activity, the more active you are on the platform, the better data you will get.
Twitter analysis tools can also help you get detailed insights. Additionally, platforms like Unbox Social also offer competition tracking solutions to help you gauge what your industry rivals are up to!
Before we wind up, here are a few tips to scale up your Twitter presence.
1. Interact with your followers
Twitter is not just to implement strategies. This platform can help you interact with your followers which can create a positive brand identity. Brand managers can use Twitter to manage their pre and post-sales activities. Most importantly, you will also get to know what the users think about your brand and what they feel about your products and services.
2. Use branded hashtags
Hashtags on Twitter are quite crucial because they help you reach a wider audience. However, competing with the trending hashtags can be quite tough. Brands must use unique hashtags for their campaigns so that users can easily follow the same. Brands can also create hashtags for their newly launched products and services. Twitter hashtag analytics can also help you see which hashtags are working for your brand.
3. Use Twitter to share promo codes and discounts
Twitter can be used to generate a new consumer base too. Brand managers can post promo codes and discounts on their tweets or create a countdown with the help of Twitter Fleets. To understand what the audience is expecting from your brand, you can also create a poll on the platform. This will also have an impact on the engagement rate.
4. Post blog links on Twitter to get traffic to your site
Almost every brand has its website and to draw traffic on the same, it is necessary to let the audience know about it. Twitter can help you increase your website traffic too. Posting meaningful blogs on Twitter will also play a crucial role in improving the brand presence.
5. Know the best time to tweet
The basic intention of tweeting is to get a response from the user. Before you start tweeting make sure to find out the best time to tweet. Rely on one of the best Twitter analytics platforms to find out which time works for your brand.
Hope these tips will help you get the most out of Twitter.
Apart from the things stated, make sure you also focus on the language and the tonality of your tweets. This also has an impact on how your messages are perceived by the audience.
Here are a few more blogs to help you with Twitter.