Twitter highly boasts of 145 million daily active users (as of 27th Nov 2019) who interact with brands they follow on the platform in many important ways, whether it is retweeting your content to a broader audience to build relationships and optimize engagement that directly impacts your business. The bottom line is this if your brand is on Twitter and you are not going through their analytics section, then you are missing out on essential Twitter metrics that could help you refine your digital marketing strategy better and maximize your return on investment (ROI). 

In this article, we are going to discuss as to why your brand should be going for Twitter analytics and which Twitter metrics should be tracked so that you can strategically plan and grow your business venture.

While using Twitter Analytics, the first thing that you need to focus on is your audience. After all, it is essential to know your audience’s age, their gender, household income, which area they live in, i.e. geography and what language do they speak. Start by familiarizing yourself with the overall audience who have interacted with your brand as it would be a bad idea to target an audience based only on your assumption. 

Twitter analytics also helps you perform an audience research as you grow your brand and your following along with your follower’s interests, behavior and the keywords they search, what devices they were on while they interacted with your posts (or any sort of engagement with your brand online.), etc. Twitter even gives you data about the number of impressions and engagements your tweets got along with the number of profile visits and mentions. It also shows you your top-performing tweet, your top mention, and top follower. With the help of this info, you can get an idea as to what kind of posts are working for your brand and what is not, so try to keep more of that kind of posts as your audience would tend to engage more. A recent data shows that a tweet with a video in it gets ten times more engagement than a tweet that is without. 

One last thing that you should keep in mind is to try to post content when your audience is highly active as the lifespan of any tweet on average is only 18 minutes. 

All these parameters need to be considered while planning any marketing campaign so that you can reach out to the right audience and make your campaign a massive success on Twitter.