![]() Why? Although you made 190 actual impressions on your followers, your tweets have have the potential to reach as many people as follow you - in this case, 300. If you have 300 followers, but only 190 of them saw your tweet, your impressions will be at 190 while your reach sits at 300.Reach is typically a higher number than impressions. This includes those users who don't follow you but follow someone who follows you. While Twitter impressions tell you how many times a tweet has actually appeared on someone's timeline, "reach" tells you how many people, in total, have the potential to see it. Well, you can also measure reach on Twitter, and it has an interesting relationship with impressions. "Reach" is a term you might hear when analyzing your Facebook Page's performance. But, because they are divided into the number of engagements your tweets have gotten, impressions are still an important number to know when examining your Twitter Analytics. Therefore, impressions alone should not be a key performance indicator (KPI) for your social media activity. The impressions metric doesn't consider how, or if, those users interacted with your tweet. So, if 30 of your followers logged on Twitter and saw your tweet, that tweet has made 30 impressions. In the previous section, I mentioned that a tweet's engagement rate is equal to its total likes, replies, clicks, follows, and retweets divided by impressions. Your Twitter Analytics dashboard lists each tweet's total impressions, but what are impressions, exactly?Īs stated above, a new impression is counted on a tweet every time that tweet shows up on a user's Twitter feed (also known as their "timeline"). A tweet's impressions are not limited to users who follow you, but this number also doesn't filter based on who has interacted with the tweet. Impressions are not to be confused with reach. Twitter Impressions are the number of times a tweet appears on a user's timeline. If you can even commit 10 minutes a week to recording your top five or 10 tweets by engagement so you can start seeing trends over time - and then applying those insights to future tweets - you'll be able to better connect with your audience. Understanding which content items get the most engagement on Twitter is huge. Use this as a point of comparison when managing your own Twitter Analytics to determine how your tweets are performing.įor a more granular view of the volume of each type of engagement, you can click on the specific tweet: ![]() We found that to be particularly high: According to 2018 industry benchmarks by Rival IQ, the median Twitter engagement rate across every industry is. In the example above, we see a tweet from HubSpot received an engagement rate of 0.8% - or 47 engagements divided by 5,836 impressions. As stated above, Engagement includes all activity on the tweet: retweets, follows, replies, favorites, and all clicks from within the tweet. On the "Tweets" tab, you can see Impressions, Engagements and Engagement Rate (Engagements divided by Impressions) for each tweet - both for paid and organic posts. What's the point in sharing content no one cares about or enjoys? Understanding which types of content and topics your audience members most enjoy can help drive your social marketing and content strategy. Your Twitter Engagement Rate is equal to your tweets' engagement divided by the number of impressions those tweets have made. Twitter engagement refers to the retweets, follows, replies, favorites, and click-throughs your tweets get - including the hashtags and links those tweets include. Now, find out how to use every element of your Twitter Analytics by jumping to each section listed below: You can access Twitter Analytics by tapping your profile and selecting "Analytics" from the dropdown menu: Then, take a look at some of the free third-party analytics tools that give you a deeper dive into the Twitter performance metrics you want more information on. The good news is there's much more you can discover in your Tweet activity dashboard - you've just need to know where to look.īeyond the basic metrics, here are some incredibly important things you can discover about your Twitter account and audience using Tweet Analytics. Perhaps you've poked around the Twitter Analytics homepage and figured out you can track impressions and metrics by promoted or organic activity. Though users now have more insight into their Twitter account metrics, you might not be using this data to its full potential. Since then, Twitter has continued to make upgrades to the tool, having created a standalone analytics app called Engage in 2016 and launching analytics for Twitter Moments. When it launched in 2014, Twitter Analytics marked a solid (if long overdue) move toward greater transparency and measurement abilities for all its users.
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