Your brand is on Twitter and publishing content regularly. And you’ve even set aside a budget to manage the platform, with a well-defined strategy that works…or at least seems to work. But how can you know for sure unless you look at the data? More importantly, you need data to understand what’s working and what’s not so you can adjust your strategy for even greater impact.
In this post, we take a closer look at how to analyse Twitter data and extract valuable insights that will help you grow your brand presence on the platform. Let’s get started.
Twitter data refers to any user or account-related information generated on the platform. It can include broader, account-specific information such as following size and audience demographics. But it can also get more granular with information related to a single tweet such as reach and engagement.
A detailed Twitter data analysis can have many benefits for businesses and help shape different aspects of your marketing - from brand positioning to PR and content strategy. With the valuable data insights that you get from your analysis, you can:
Twitter collects a wealth of tweet and account-related data, which you can access through its native analytics tool. You can access this by clicking on the “More” button from the left-hand panel of your screen and then selecting “Analytics.”
From here, you can gain access to a vast array of data collected by Twitter:
In the “Account home” page, Twitter gives you an overview of how many tweets you made over the past 28 days. It also displays data about how your tweet volume has changed since the previous period.
The same page also gives you an overview of your total tweet impressions as well as the change in volume compared to the previous period. To get a more detailed breakdown of how your tweet impressions have changed day by day, scroll down to the month-wise data breakdown and click on the “View all Tweet activity” button.
This will open up a page showing a detailed breakdown of all your tweet activity, with impression data highlighted at the top. You can see a bar graph showcasing the daily changes in impression during a 28-day period. On the right-hand panel, Twitter will also show you how many impressions you earned on average each day.
If you scroll further down, you can also get tweet-wise impression data, allowing you to see which tweets gained the most impressions.
From the “Tweet activity” page, you can view your tweet engagement data. Twitter provides a detailed breakdown of the total engagements and the engagement rate of each tweet. This will give you an idea of which tweets gained the most engagement. On the right-hand panel, you can also view the average engagement rate over a 28-day period.
From the same right-hand panel, you can view other engagement-related data such as likes, replies, and retweets. Twitter will show you both the total volumes and the average volume per day.
One of the most useful data points is the breakdown of your top tweets. Twitter will show you which of your tweets were the most successful based on factors like impressions, total engagements, and engagement rate. This can give you an idea of the types of posts that most resonate with your audience so you can leverage them in your Twitter content strategy.
Twitter also collects data about how many people visited your profile during the same 28-day period. Next to the total volume, you can see how those visits have either fallen or increased compared to the previous period.
You can also access data about how many mentions you received over the past 28 days along with information about how the volume has changed compared to the previous period. Twitter will even highlight the top mention for each month and how much engagement it received.
The Twitter analytics dashboard provides you with info about the total followers you have as well as how many you gained during the same 28-day period. For each month, it collects info about the number of new followers you gained (or lost).
If you’ve shared links in your tweets, you can also view the number of clicks you received for those links. From the right-hand panel of your “Tweet activity” page, you can get a daily breakdown of link clicks and average link clicks per day.
Besides tweet activity, the native Twitter analytics dashboard can also be used to provide audience insights. This allowed users to gain more in-depth insights about their followers such as demographic profiles, device usage data, interests, lifestyle, and purchase behaviour.
But in January 2020, Twitter announced that they will no longer be providing access to this data and didn’t specify why or whether there’d be any tool to replace it in the near future.
Although you can no longer gain access to audience-related data from the native Twitter analytics tool, there are other ways to analyse audience data on Twitter. The Audiense Connect platform comes with robust tools that you can use to complement the free built-in analytics tool from Twitter and gain more comprehensive data about your audience.
Here are a few ways Audiense Connect can help you analyse Twitter data:
Audiense Connect comes with a Tweet Analytics tool to expand upon the insights from your native Twitter analytics. This dashboard will provide you with a comprehensive breakdown of your tweet performance in terms of how people are interacting with it, the kind of engagement it gets, and which users engaged with it.
What’s great about Audiense Connect is that you can use it to replace the now-discontinued Twitter Audience Insights. The platform provides you with detailed insights into your community, going beyond follower growth.
You can use the Community widgets to view details like which users you influence, which of your followers are highly active, which of your followers have verified accounts, and which followers are influential.
The dashboard also lets you view the country-wise distribution and primary languages of your followers so you can understand at which geographic locations you have the most impact.
One of the most useful features is the Affinity Report, which will help you get an even better understanding of your audience’s motivations and interests. You can use this report to see the people/accounts that your audience follows the most and least. From this, you can understand who influences them and who could be ideal for amplifying future campaigns.
Additionally, you can also discover common interests among your audience and how strong those interests are within your community. Is your community interested in movies and television? Or are they more connected by books and literature?
You can further explore these top-level interests to get an even more granular breakdown of their sub-interests. For example, you may find that there’s significant affinity for television dramas among your community.
Audiense Connect further enables you to optimise your Twitter strategy by analysing the best time to tweet. And it doesn’t just stop at giving you a default report for your community as a whole; you can even create custom reports for individual users and specific audience groups. That means you can build an audience segment based on shared criteria and analyse the best time to engage this specific segment.
The built-in Twitter analytics tool already provides you with great insights about your tweet performance. But it can only tell you so much about your audience – such as what interests tie them together, who influences them, or which languages they speak.
Since Twitter no longer offers Audience Insights, you need a platform like Audiense Connect to extract more robust insights about your audience. To start your in-depth Twitter data analysis, sign up to create your Audiense account.