Twitter has been around for 15 years, and if we’re judging by its growth, this social media platform isn’t going anywhere. And Twitter’s user base is predicted to grow 2.4% by the end of 2021. So, it’s imperative that brands understand how to best market themselves on this platform.
We’re going to cover what tweet analytics are, and share:
- The basics of Twitter analytics
- How to use analytics to increase brand awareness
- Maintaining a robust following with tweet analytics
- And all about advertising, informed by tweet analytics
There’s a lot to consider when we think about Twitter, including:
- Twitter has an advertising audience of 353 million, up 8% since Q3 2020, an increase of 27 million users.
- Research shows that just a 10% lift in conversation has led up to a 3% increase in sales volume – and Twitter is great for amplifying conversations.
- In the last two years, businesses are spending more than $180 billion a year on big data analysis. Are your competitors in that number? It’s likely they are!
When we examine consumer intelligence for a popular beverage brand, we see that Twitter has a large percentage of conversation happening about it. In fact, it garners 65.2% of all brand mentions.
You need to know what’s being said about your brand, so you can address any concerns quickly and avoid a potential crisis – and this includes understanding which of the 440k conversations (above) are resonating with people online. You can’t connect with people on every single tweet, but you better capture those that matter! And this is where tweet analytics come into play.
Let’s dive into what tweet analytics can tell us.
What Twitter Analytics Tell You
Twitter analytics provides a summary of your brand and how it is performing in the eyes of consumers. It highlights your top tweets, which are attracting the highest volume of interest, and it tracks brand mentions, as well as followers. Beyond this, it reveals how your brand has grown over a period of time. And then, being ever helpful, it details tips on how to improve your account strategy.
Along with what’s already been mentioned, it tracks:
- Organic and promoted ad impressions and engagements to inform your marketing strategy
- Your month-to-month performance, including details on impressions, engagement rate, link clicks, retweets, likes, and replies.
- A brand’s real-time engagement metrics including retweets, likes, replies, and more.
And it helps with campaign monitoring as well, not only tracking the standard mentions and engagements, but measuring results.
For example, if your goal was to have more consumers watch more of your video ads, social media analytics tracks those efforts as well as how much you’re paying for each pertinent action that people are taking.
And when it comes to campaigns, it differentiates between:
- Your varying objectives – compare average website clicks or results of a campaign.
- Your individual campaigns – how each is performing, measured against your goals.
- Which tweets are contributing the most to your campaigns.
- Targeting criteria – did your brand hit its desired demographic and how did they respond?
Twitter has an advertising audience of 353 million, that’s up 8% since Q3 2020. And in consumer numbers, that’s an increase of 27 million users. Having tweet analytics at your fingertips will pay off by helping you grow your audience, maintain a following and perfect your advertising skills – let’s explore how.
Using Tweet Analytics to Grow Audiences
Part of what makes Twitter alluring is that it’s so conversational, and conversation is central to human activity, and that’s particularly true for sales. In fact, research shows that just a 10% lift in conversation has led up to a 3% increase in sales volume – and Twitter is great for amplifying conversations.
By understanding what your consumers care about, and therefore are tweeting about, you can begin to fine tune your own messaging to connect in a meaningful way. Or you can discover emerging trends that consumers are talking about.
Twitter helps show “people relevant ads based on how likely they are to engage with the ad and the brand’s goals. Further hone in on your audience by using our powerful targeting tools to get your brand and message in front of the right people, when they’re most receptive.”
You can even monitor competing brands that your audience prefers.
Finding out why consumers prefer the competition could be a foot in the door. Maybe it’s the balance of coffee to milk, or their humanitarian efforts. Finding the “why” allows your brand to shift its messaging, and perhaps its product, to target a wider demographic and grow your audience. One way you can accomplish this is with customer feedback cards.
There are many options here, offering a variety of Twitter cards and other interactive tweet formats, where businesses can create polls and videos:
Probably the most fun though are the Conversational Cards. “Conversational Cards can be a powerful way for publishers to extend their presence by combining video with a Tweetable call to action — creating an interactive way for your audience to share your content and drive the conversation on Twitter. Encourage fans to participate in the discussion using video clips plus compelling copy and hashtags your followers will respond to.”
But that’s far from your only option to connect! And Tweet analytics also helps you maintain a brand following.
How Tweet Analytics Helps Brands Maintain a Following
Once you’ve hooked them, now it’s time to keep them. This is easier said than done, as consumers’ brand loyalty in 2021 is waning. During the height of COVID-19, 75% of consumers switched brands. And this was due to shopping behaviors changing in response to the pandemic. Brands who knew how to respond during this crisis, maintained their fans. And many used tweet analytics to guide them.
Twitter has become the ‘it’ place for customer support, after all. And a question, concern or complaint left unanswered can deal your brand some serious damage. If you have tweet analytics, you’re always tuned in to any given situation. Monitoring for brand mentions and keeping a steady eye on your consumers helps you maintain your following and perhaps even catch a few more fish.
On your basic analytics dashboard, you have lots of intel at your fingertips. This 28-day summary of Tweets, Tweet impressions, profile visits, mentions, followers, and Tweets linking to your website or app is presented in summary format and can be sorted out for any given month. And then, your top performing Tweets are also showcased monthly, including your:
- Top Tweet: Tweet that received the highest number of impressions
- Top media Tweet: Tweet with photo or video that received the highest number of impressions
- Top Card Tweet: Tweet with a Twitter Card that received the highest number of impressions; this can include other people’s Tweets
- Top mention: Tweet that mentioned your @handle and received the highest number of impressions; this can include other people’s Tweets
- Top follower: Account with the highest follower count that followed you in a given month
But it’s important to also note that it’s not only your “top followers” that are important, as 35% of consumers have asked a customer service question on social media – and many are missed. And 51% of them said that they had a more favorable view of the brand after getting their response. So, it’s important to watch for those mentions! And no doubt, other consumers are paying attention to how you respond too.
For example, using social listening to review consumer views on ads, customer care and social media presence for our popular beverage brand, we see that consumer sentiment is in the safe zone with ads and their practices of sustainability. However, customer care is lackluster.
When we look beneath the surface complaints on long wait times emerge. In particular, there’s a consumer tweet, tagging the brand talking about their poor customer service. This savvy beverage brand responded immediately to try and rectify the issue. As a brand, using consumer comments and even complaints, is a powerful opportunity to strengthen your company’s image.
You may even want to use consumers as micro-influencers in campaigns! And as we can see – your Twitter dashboard, campaigns are easy to track. Your Twitter campaign dashboard tracks your:
- Impressions – This is how many times your ads have been seen by people on Twitter.
- Results – These are the actions that are directly tied to your campaign objective(s). For example, if your goal is website clicks, the results tracked will be link clicks.
- Engagement rate – This is the number of impressions for your ads divided by the number of results.
- Cost-per-result (CPR) – This is how much you’re paying, on average, for each relevant action people are taking from your ads.
And once you have their attention and know what kind of campaigns resonate with your supremely engaged audience, you can successfully plan, target and launch powerful advertisements.
Powerful Advertising Options Using Tweet Analytics
In the last two years, businesses are spending more than $180 billion a year on big data analysis. And that’s because it works. Social listening can show what’s trending upwards on Twitter so you can begin a conversation about it or create target campaigns, including, Twitter video ad campaigns to capture consumer attention.
Twitter video ads are a fantastic way to pull in consumers, as Twitter analytics provides intel on your video ad efforts. You’ll know what’s working and what doesn’t! It measures:
- Video retention rate of your consumers, or how much of your video they’re actually watching.
- The rate that your video is watched in 50% view for 2 seconds or more, and when someone expands/unmutes your video.
- How much of your audience finishes watching your video.
The goal for video ads here is to keep it short and sweet, giving an organic piece of video content that is relevant, educational, fun and interesting. You want to include positive human interaction as well – following this simple rule increases consumer interaction by 40%.
And there’s lots of powerful advertising options to grab the attention of your consumers. Take @tartecosemetics, in 2017 they used influencer marketing, tagging their stars in the videos and harnessing the power of the almighty hashtag for more exposure. But there are other ways aside from videos and influencer marketing to capture consumers eyes.
More recently, Tarte Cosmetics used the power of user generated content (UGC) to spread the word and gain trust, as consumers place more trust in user generated content than they do in advertisements. Without tweet analytics, this kind of UGC content would slip by. Instead, it was caught and shared, only to be reshared over and over again – which equals more brand exposure.
With social media listening, you can pinpoint Twitter trends to help you engage in timely consumer conversations. And you can see which campaigns are performing the best and tweak those which aren’t doing so well. There is so much you can do with the right social media monitoring tools. Reach out for a demo and we’ll show you how to take control of your brand’s tweet analytics!