How To Discover Your Twitter Audience Insights

How To Discover Your Twitter Audience Insights

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:

Twitter Audience Insights back in 2013

Twitter Audience Insights back in 2013

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?

How To Discover Your Twitter Audience Insights
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:

Personas
Parents
Millennials
Business decision-makers
Professionals and more

Demographics
Gender
Income categories

Lifestyle interests, select from a vast number of categories
Technology and computing
Gaming
Business
Careers
Education
and lots more

Consumer behavior buying styles
Premium brands
Value conscious
and more

Mobile footprint
iOS
Android

 

How To Discover Your Twitter Audience Insights

Comparing your Twitter followers with the interests of others in Twitter..

How To Discover Your Twitter Audience Insights

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.

Twitter followers vs. Twitter engaged campaign audience
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.

How To Discover Your Twitter Audience Insights

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.

How To Discover Your Twitter Audience Insights

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Clive Roach

Clive Roach

I am a self-motivated digital marketer specializing in social media, an “out of the box” thinker with an analytical approach. Experimentation and discovery are key drivers behind this blog, Twitter, Google+, Instagram, Snapchat, Pinterest and my Facebook communities. I work as the Director of Social Media at Philips Lighting.
Clive Roach

About Clive Roach

I am a self-motivated digital marketer specializing in social media, an “out of the box” thinker with an analytical approach. Experimentation and discovery are key drivers behind this blog, Twitter, Google+, Instagram, Snapchat, Pinterest and my Facebook communities. I work as the Director of Social Media at Philips Lighting.

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