When was the last time you had a look at your Twitter analytics dashboard? It has improved a lot.
Back in 2013, it looked like this:
In those days you could access it if you were placing ads. It has improved many times over since then. In May 2015 Twitter announced yet another major update, the most comprehensive yet to this part of the Twitter analytics dashboard.
Twitter Audience Insights extended.
Back in 2013, you could discover where your followers were based, their top interests, and who else they followed. The competitive data was very useful. Now they have extended the audience insights. Here is how my own Twitter audience insights looks like. The results very much reflect what I was expecting, and my content marketing strategy and follow strategy is tuned to these results. Do you have good correlation between your content and your audience insight results?
Now you can look in detail at the audience insights and also profile them against the rest of Twitter, or the campaign audience, or the organic audience. You can also compare your Twitter followers with the rest of Twitter, and select from various sub categories:
Professionals and more
Lifestyle interests, select from a vast number of categories
Technology and computing
and lots more
Consumer behavior buying styles
Comparing your Twitter followers with the interests of others in Twitter..
Twitter organic and campaign audiences.
Twitter has enabled many comparisons to be investigated. Your followers compared to your organic or campaign audiences, or your organic audience with your campaign audience. Tweets will often reach people who are not followers, so it is interesting to compare this organic audience. The paid campaigns include promoted tweets, and you can select from a list of campaigns you have completed and also select the audience that were reached or that engaged.
In the above example I selected my promoted tweet about Snapchat strategies and selected the engaged audience and compared it to my followers. I discovered some interesting insights. The audience that engaged with my Snapchat promoted tweet did not have advertising, leadership, and startups as interests, and these interests are strongly represented in my follower audience. In comparison, the interest topics of movie news and general info were represented more in those that engaged with my Snapchat tweet than with my Twitter following.
Other Audience Insights
You can find even more audience data in addition to the interest data. For example, data about occupation, gender, language, income and wireless carrier etc.
What is your opinion? Have you discovered insights about your audiences using this new upgraded dashboard? Let me know by leaving a comment below, or sharing it with others. Thank you.