Twitter Analytics: Understanding and Using Data to Grow Your Account

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Well done, you’ve been publishing your content on Twitter for a while now. You see your account growing and you enjoy the process.

At some point, you feel you stagnate. Your content does well, but you know you can do better. So, what do you do?

Trying more of the same thing or trying something different this time?

Let us help you: every day a staggering number of 500 million tweets are sent. This gives the impression that more content isn’t the answer to growing your Twitter account, right? That’s when you know you have to do something better or different to stand out for the rest of the creators.

In this article, we walk you through the importance of data to grow your Twitter following, and we break down the native Twitter Analytics. For those that stick to the end, a nice look behind the scenes of Tweet Hunter will be shared.

Part 1 – The importance of data for a creator

To become the best creator you can be, there are a couple of things you have to do. You have to be consistent, put out valuable and unique content and you have to align with your audience. Sounds tough already, right? No stress, we talked about these steps extensively here. 

Besides these essential traits, there are a couple of things not necessarily needed at the beginning of your creator’s journey. Yet, those are the things that will set you apart from 95%. Using relevant data is one of these things. This data can help you with many things, but three of the most important are:

  1. It helps you to create the best content possible
  2. It allows you to double down on the things that resonate with your audience
  3. It can set you apart from the others by creating something unique

We stated in the introduction that more content isn’t always the answer to real growth, but there’s a caveat to make here: 

Putting out more content isn’t solely going to grow your brand and account, but there’s definitely value in playing the volume game.

Why?

Because one of the most important factors of growing your brand online is consistency. Consistency really matters. The creators that show up every day – even if it’s a single tweet – will outperform the creators that show up heavily – many tweets and a daily thread – for a short period of time. The creator’s game is a marathon, not a sprint.

A level of consistency through daily commitment will help you grow your following because quantity leads to quality. To win big, you have to keep creating and publishing content. As with most things in life, on average 80% of your engagement will come from 20% of your content.

You can’t expect to publish once a week and grow your account like crazy. You need to place a lot of small bets. That’s how you win over time. You want to make noise and listen to signals. The “secret” is to double down on the things that resonate most with your audience.

In the next section, we look into the easiest way to know what works.

Part 2 – A breakdown of Twitter Analytics

The native Twitter dashboard is a free tool that allows creators to dive deeper into their performance. If you haven’t used Twitter Analytics before, follow these 3 steps and you’re good to go:

  1. Go to analytics.twitter.com
  2. Log in with your Twitter account
  3. Authorize it and you’re all set

When you first land on the homepage, it might feel a bit overwhelming. One of the first things that will catch your attention are the 28-day average stats shown at the center of your dashboard. These metrics allow for a good understanding of the performance of your recent content and engagement. When you scroll down on this page, you’ll find an overview of the performance in each month. It shows the content you’ve posted since you’ve signed up for this tool.

Next, the Tweets page is an important part of the analytics. You find this by selecting “Tweets” in the top-left corner.

This page shows the engagement of each tweet separately. You can easily adjust the time frame and select to see the best-performing tweets first. Remember that you have to double down on the content that most resonates with your audience, right?

The dashboard itself is pretty straightforward, but take your time to go through your own stats and engagement.

When you want to look at the performance of a single tweet, you click the button ‘View Tweet activity” which opens the following overview:

In the following section, we dive deeper into the different metrics and their meaning. Plus, we look at average statistics, which can help you to estimate how well your content is doing compared to other creators.

Part 3 – An explanation of the different metrics Twitter uses

When we open the detailed overview of a single tweet, you see the following stats. Don’t worry, we walk you through it.

Here’s an overview of the metrics listed and how to interpret them:

  • Impressions: The number of unique accounts your content has reached.
  • Total engagement: the total sum of the items listed below
  • Details expands: the number of people that clicked on the tweet to read replies
  • Likes: People liked your content, but that’s all we know about
    • “Getting the Like is easy. It’s a light action. Anything else requires trust.” – Jon Loomer
  • Replies: you evoked some form of emotion and people wanted to share their thoughts
    • Pro tip: DM the people that responded as soon as possible. Ask them what made them reply, or thank them for certain engagement. Steal our 8 tactics to initiate a genuine conversation.
  • Profile clicks: You made people interested in knowing who you are or wanting to read more of your content
  • Retweet: the holy grail of engagement: You said something someone always wanted to say or you provided value that your audience thinks is valuable for their audience, too. This ripple effect is extremely valuable and is often the key to viral content.

When you know what the different metrics stand for, it becomes easier to optimize your content to reach your goals. You can optimize your content for the following reasons:

  • You want to reach more people: focus on increasing impressions
  • You want to increase engagement: focus on increasing likes, replies and retweets
  • You want to increase conversion: focus on increasing profile clicks, follows and DMs (the last two aren’t shown in this overview unfortunately)

To structure your growth even more, you can look at the different aspects of the funnel. Creator and indie hacker Alexander Bright did an excellent job in visualizing the funnel:

Based on this funnel, there are two important metrics we can distinguish:

  • Ratio 1: (Profile visits/impressions)*100%
  • Ratio 2: (Follow/Profile visits)*100%

The percentages you get, tell you more about the level of engagement of your content (ratio 1) and if your profile is enticing enough for new users to follow you (ratio 2). Now we know how to calculate and use those metrics, let’s take a look at the stats of other creators.

An look into the stats of the average and not-so average creator

The interesting part of these metrics is that there’s no right or wrong, because every creator is in a different position. 

Yet, it’s interesting to have a benchmark and see how you’re performing.

In this part, we take a closer look at the stats of an average creator and an not-so average creator.

[email protected]Curious to hear your thoughts on this, which creator should I include? My own stats, or do you prefer someone else?

One of the most profound creators on Twitter, Daniel Vassallo (> 100k followers) recently shared his Twitter metrics.

This gave us an unique look into the stats of a not-so average creator. In this example, it’s interesting to see that the conversion rate of profile visits to followers (the final step of the funnel shared above) is pretty stable over a period of 12 months. While his content output (number of tweets) fluctuates heavily and his impressions doubled, too.

First, focus on understanding of the metrics of other creators. Secondly, use these numbers to see if you are under- or overperforming and figure out what you can do about it:

  • If profile visits/impressions are low <1.5% you might need more engaging content.
  • If follow/profile visits ratio is low <5%, you need to either:
    • 1. Align your bio with your content.
    • 2. Improve the quality of your bio.

Part 4 – Advanced Analytics in Tweet Hunter

As we’ve seen so far, the free solution of Twitter isn’t perfect. Sure, it’s a great way to get started with using relevant data to accelerate your content game, but for the creators that want more out of it, it’s limited.

We felt the same way at Tweet Hunter, and that’s why we’re added our own advanced analytics feature. One that’s capable of arming every creator with the superpower of creating the right content for the right audience. Add the fact that it will be seamlessly integrated with all the other features, so you can tell that it gives creators everything they desire. 

Below you can get a glimpse at the analytics dashboard:

The core value of this analytics page is to quickly see the best-performing tweets and generate AI variations of them. Overall, repurposing content is the key to unique and successful content. We wrote about the ultimate repurposing system here.

If you want to go further, you can also dive into the detailed stats of every single one of your tweets and uncover insights that will help you perform better every day.

Conclusion

If you’re serious about growing your Twitter following, you can’t skip using relevant data. You’re wasting the opportunity to create better, more engaging content to provide your audience with the most value possible. Isn’t that what every creator wants to achieve?

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