Twitter is one of the top social media platforms. Known for its fast-paced format, Twitter allows you to reach out to your target audience and build awareness for your brand. Majorly used for news and information, Twitter as a platform has a different audience behaviour.
Whether you want to boost engagement or enhance brand awareness, Twitter is a great choice to pursue your social media goals and objectives.
When it comes to Twitter marketing it is important to track your performance on the platform. An analysis of your performance offers an insight into the strengths and weaknesses of your social media activity. You can use all these insights and information to direct your future campaigns and in the process, make the most of your social media efforts.
You need to keep track of the right Twitter metrics to measure your performance on the platform. Without following up on these metrics, you cannot determine which aspects of your Twitter strategy require more attention. Once you know how you are faring along these Twitter metrics, you can build a plan that allows you to enhance your performance.
It is important to focus on certain, vital metrics, which will help you measure the response on your social media activity. Avoid focusing on metrics that have no role in shaping your performance and can be easily manipulated. You cannot associate these vanity metrics with the numbers that have an impact on your performance. As such, instead of wasting time on metrics that do not impact your performance in any manner, put your efforts towards Twitter metrics that actually matter.
Using the native analytics tool on Twitter, you can generate valuable data on important metrics and make decisions on your social media performance. These are the most important metrics that you should be tracking, to optimise your Twitter strategy:
Important Twitter Metrics To Track Brand Performance
1. Engagement rate
The engagement rate of your tweets reflects how actively people are interacting with your brand. It is measured on the basis of the number of likes, comments, and retweets you receive on your Twitter posts. On Twitter, other important metrics that measure your engagement include links shared by you, every new follower and replies to your posts.
To offer deeper insights into your Twitter activity, you can analyse your posts under different types of engagement. So, you can measure your overall engagement rate and also get an in-depth analysis of the same. From tracking your branded hashtags to all your follows, favourites, retweets, and replies, you can track all these elements to measure your Twitter performance. With all this valuable information, you can optimise your strategy to get the best results.
Monitor your metrics, point out where you are lagging behind and revamp your strategy to boost your engagement rate.
2. Post-wise performance
One of the smartest ways to track your Twitter performance is by measuring the metrics for each of your posts. You can gather data on your engagement rate and impressions for each of your posts through Twitter analytics.
Content is the key and analysis of individual content pieces will help you understand how you are faring on the platform. When you analyse your post-wise reach and engagement, you can identify which posts have done well and which ones failed. This can help improve your content development strategy on Twitter.
You can take inspiration from the content that drew high levels of engagement. Improve your future content creation strategies based on insights from your previous posts. Inculcate elements from your most engaging posts into your content creation strategy for more optimised performance.
3. Audience Metrics
When marketing on social media, audience analysis is equally important. Brands must know who is consuming their content. The native Twitter analytics tool gives you audience insights and likewise, tools like Unbox Social also give you audience data.
Having a clear idea as to which segments constitute your audience will allow for easier targeting. With Twitter Analytics, you can segment your audience at multiple levels. Audience analytics allows you to track your audience demographics along with other data.
Based on audience insights, you can customise your Twitter campaigns to match your audiences’ tastes and preferences.
4. Video Completion Rate
It is no news that video is one of the top content types on social media. In order to make the most of your video strategy, you need to constantly track how your videos are faring.
While video views will depict the number of people who have viewed your video, your video completion rate shows how many people played the entire video. By analysing your completion rate against your total video views, you will get an insight into the level of impact of your videos on Twitter. Head to the ‘More’ tab on your analytics dashboard and click on ‘Videos’. In the far-right column of your page, you will find your video completion rate displayed in percentage.
5. Return on Investment
As a brand, you cannot rely on your organic posts alone, to drive performance. You need to invest in paid marketing as well, to boost engagement on social media. When you are putting in your money to market your brand, you need to track if your paid efforts are bringing out the desired results.
You can track your ROI on the Twitter analytics tool itself. This is another relevant Twitter metric that you need to track right now. On your Overview page, you will find a chart depicting your paid and organic tweet performance. You can use this chart to compare your organic performance and paid performance and make decisions on whether you need to rework your strategy.
6. Twitter Followers
The number of followers is not a direct measure of how well your brand is performing on the platform but it is crucial. It is necessary to keep track of the number of followers because it tells you whether your content is helping you reach the desired audience and whether it is fetching you a positive following rate. In some cases, brands also lose followers and that scenario needs to be investigated with analytics.
7. Tweet Expansion
Tweet expansion is also a part of the Twitter engagement metric but deserves a separate mention because it is usually ignored. Tweet expansion is when a user clicks on read more to make the full tweet visible. This Twitter metric tells you whether users are actually consuming the entire tweet content.
For an optimised social media marketing strategy for any channel, it is important to track your social media performance. As such, if you want to make the most of your Twitter marketing strategy, you need to monitor and track the right set of metrics. Social media analytics tools like Unbox Social can also help you streamline the strategy planning process for Twitter.
Hope the list of crucial Twitter metrics will help you measure your Twitter success accurately. Check out a few more blogs related to Twitter.