How to Use Twitter Analytics to Create Smarter Content
Reaching your customers is more difficult today than ever before. With over a billion tweets sent every two days and millions of blog posts, articles, videos and other content added to the web every day, cutting through the noise requires patience, hard work – and great content.
Marketers can use Twitter analytics to create smarter content that will reach their audience when, where, and how they want it. Here’s how.
1. Explore your top tweets
To access your Twitter analytics, simply visit analytics.twitter.com and log in with your Twitter credentials.
Click over to the “Tweets” tab at the top of the dashboard. Here, you’ll see statistics related to your recent tweets. Set the date range to the past 28 days, to get a good segment of tweets to analyze.
Take a look at your top performing tweets – those that got the best impressions and engagements. These are the types of tweets that resonated most with your followers.
Whether the content you shared was your own or someone else’s, pay attention to the trends. Were your top tweets about industry predictions? Jokes? Product reviews? Write down the top five topics.
From here, brainstorm 3-5 pieces of content around each of the five original topics. Within industry predictions, for example, could you write an analysis of recently released statistics? Do a round-up of the latest predictions from other sources? Go against the grain and argue the other side of popular belief?
In just a few minutes, you should have 15 to 25 new ideas for content that you can get started creating. And don’t forget to share it on Twitter when it’s published!
2. Explore your followers
The “Followers” tab in the Twitter Analytics dashboard is equally as valuable for content inspiration as the “Tweets” tab.
Here, you can view some basic audience insights to learn more about your followers.
The demographics tab can show you what education level your followers have, their marital status, location and more. This information can be useful if you are creating a marketing persona that will help guide your future content.
Arguably even more interesting, however, are the lifestyle and consumer behavior tabs.
The lifestyle tab offers up insights about the top ten interests of your followers – perfect fodder for content. From technology to sports, startups to politics, you can learn the broad topics that your audience tweets about most, and develop content around these verticals.
If you’re creating content in order to take your audience down the lead funnel, the consumer behavior tab also has some relevant information. Understanding whether your audience prefers premium or budget brands, healthy living or urban exploring can also inform content, especially when it comes to newsletters and sales.
So next time you’re stuck for new ideas for your content, just come back to your Twitter analytics and see what you can uncover.
