Twitter is counted as one amongst the top social media platforms. Boasting of a huge user base, this social media platform is great for businesses to run campaigns to market their brands. Known for its fast-paced format, Twitter allows you to reach out to your target audience and build awareness for your brand.
You can leverage the features & tools as well as the huge user base of this platform to create rigorous campaigns. Whether you want to boost engagement or enhance brand awareness, Twitter is a great choice to pursue your social media goals and objectives.
Since you are putting in all the resources and efforts into making your Twitter marketing plan a successful one, 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 in your efforts towards Twitter metrics that actually matter.
So, which are the most relevant Twitter metrics to track in 2020?
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:
1. Engagement rate
The engagement rate on your performance 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 on 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 aspects of your Twitter activity. 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 didn’t. This can inform your content development strategy on Twitter.
You can take inspiration from content that drew high levels of engagement. Inform 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
As important as it is to track your engagement rate and Impressions, you also need to know who your audience is. Instead of focusing on a vague group of audience, you should focus on a defined segment. Who constitutes your target audience?
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. Twitter Analytics tool allows you to track your audience basic demographics such as their gender, location, and age.
Further, you can see a segmentation of your Twitter audience by their interests. These range from entrepreneurship to technology, startups, advertising, SEO and so on. You can also view insights into your audience’s lifestyle.
Based on your audience insights, you can customise your Twitter campaigns to match with 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 by your videos on your Twitter audience. 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 rate.
5. Return on Investment
As a brand, you cannot rely on your organic posts alone, to drive your 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.
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.
Here are the 5 most relevant Twitter metrics you should track right now:
- Twitter Engagement rate including different types of audience engagement
- Post-wise performance metrics including the impressions and engagement rate for each post
- Audience metrics for understanding which audience segments are drawn towards your brand
- Video Completion rate to measure how your videos are performing
- Return on investment to measure how well your paid marketing efforts are doing