Looking to Create Social Media Content that Engages?

By Shel Moore, Co-Owner & Chief Marketing Officer

Check Your Twitter Audiences Analytics for Useful Insight

If you haven’t taken the time to check out your Twitter Analytics, you’re missing out. As with Facebook, the amount of data revealed is dependent on the total number of followers an account possesses – more followers equal more insights.

In this post, we’re only going to focus on the Audiences portion of Twitter Analytics. There is so much good stuff in here that you can use to fine-tune your social media marketing. It’s high time you dug in and learned more about what you might be missing.

At the lowest end of the scale, new accounts and those with less than 199 followers won’t see much more than general follower growth. However, this starts to change once you hit the 200+ mark. Accounts with over 200 followers will gain the ability to view:

• General interests
• Gender
• Country
• Region

If you have 600+, then you’ll enjoy a wide range of deeper insights, including:

• General interests
• Gender
• Country
• Region
• Wireless carrier
• Language
• TV genres
• Wireless devices
• Household income
• Net worth
• Marital status
• Home ownership
• Political
• Credit card holders
• Aftermarket auto buyer types
• Consumer goods purchases

As with many platform insights, much of the data reported is based on an estimate and not intended to be considered official. Yet, there is so much that can be learned in reviewing this detail. Twitter even enables the addition of a comparison audience with a variety of filters. See how your followers compare to other Twitter users by personas, demographics, lifestyle, consumer behavior, and mobile footprint.

Are you posting content that aligns with the interests revealed? Can you discover some relatable content topics that you might not have considered? Let’s look at an example together and consider how you might put this information to use in your marketing.

In this example, we can see that the top three interests of this account’s followers include business & news, comedy (movies & television), and politics & current events. Consider the stream of information you regularly post and share then determine if you’re right on the money – or perhaps missing the mark a bit. By the interests provided here, it might be worth considering the inclusion of content focused on health/mind/body and entrepreneurship due to the evidence of interest in such topics.

Here is a glimpse of the Lifestyle tab for a different account. Upon reviewing this example, it’s easy to see that followers are interested in technology, tech news, and business news primarily. However, there are some opportunities to appeal to those with interests in entrepreneurship, politics, and marketing. This account may wish to bring more of these topics into their posting mix for improved engagement. Additionally, viewing the TV Genres reveals that it’s likely this follower audience would enjoy some sports content as well as posts related to current drama and reality shows.

Dive in today & start evaluating the effectiveness of the content you’re actively posting. Are you providing a stream of information that’s aligned with your followers? Or, do you need to tweak your efforts to greatly improve engagement for your brand? It’s free to establish a Twitter Analytics account & log-in. Once you’ve completed the basic setup, you’ll be able to access this anytime from the Profile & Settings area of your account. Spend some time becoming familiar with all the analytics available inside Twitter and become smarter with your social media marketing.