Why You Should Be Using Twitter’s New Organic Analytics


Last week Twitter announced that you can now access analytics on organic tweets. But what does this update mean for marketers?

It means you are now able to view how many times Twitter users have viewed and engaged with their organic tweets, providing valuable insight to effectively optimise your content strategy.

The new dashboard will allow you to:

- See how your tweets are performing in real time.

- Compare impressions across web, Android & iOS apps, total engagements and re-tweets month over month.

- Use the tweet details page to see how many re-tweets, replies, favourites, follows, link clicks & embedded media clicks that each tweet has received.

- Export tweet performance metrics into a CSV file, which will include both organic and promoted data.

This information will help you to analyse which content has appealed to your followers, and which hasn’t. This will in turn, allow you to improve the brand’s engagement and increase the likelihood of furthering actions like re-tweets, mentions or replies as will give you a deeper understand of what resonates with your followers.

With this news, Twitter also shared their insights from analysing 200 active brand advertisers spanning multiple verticals and ranging from Fortune 500 companies to small and medium businesses. Twitter found that when brands tweet 2-3 times a day, they typically reach an audience size that is equal to 30% of their actual follower base during a given week, which shows that consistency is a key factor in organic reach.

Coupling consistent tweeting with the power of event-jacking, relevant trending hashtags and @mentioning influential profiles, brands have a chance to extend their organic reach even further. Twitter found that when a brand tweeted 3 times a day with these practices, the organic reach jumped to 5 times greater than their follower base. Which shows you just how important it is to test and experiment with different content.

But the best thing is, you no longer need to rely on generic best practises as you now have the power to experiment and analyse your brand’s own consistency and content, and see how it affects your individual organic reach. This will lead to better, more engaging content that followers will want to see in their feeds.

When you first log into your analytics you see how many impressions you have earned over the last 28 days with a comparison of the previous 28 days displayed in a percentage as well as a visual graph. All of your latest tweets are below with their key metrics of impressions, engagement and engagement rate easy to view at a glance. But what if you want to find out more? Well, Twitter also allows you to access link clicks, replies, re-tweets and favourites data with another graph to show the impressions over the first 30 hours of the tweet just by clicking on the tweet that you are interested in viewing.

Currently this tool is only available to Twitter advertisers, Twitter Card publishers and verified users. So if this is you, use it! Access your dashboard by clicking on Analytics, then Tweet Activity on the top of your navigation in Twitter Ads and start to analyse how your tweets perform to improve your organic reach. Why not start by focusing on.

- How timing affects your tweet’s performance, does your organic reach improve when you post at particular times of the day, or on certain days?

- What your brand’s optimal tweet frequency is. Are you bombarding your audience with too many tweets, or are you missing a large percentage of your audience by not tweeting often enough?

- Experiment with your brands tone of voice, does your audience interact with you more when you tweet in a fun, conversational tone or when you are business-like and professional?

- Compare different call to actions and see how it affects your engagement.

- Try out different media within your tweets, does your audience prefer images, videos or just text-based content?

Twitter’s goal is to provide the insights needed for businesses to maximise their presence on their platform, and with this easy to understand and free tool, that is exactly what they have done.

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