How can Hashtag analytics quantify your Twitter success or failures?

Author: Kate Finch

Twitter launched Twitter analytics in 2014 and it changed Twitter marketing forever. It provided greater transparency and offered and enabled them to measure the impact of their implemented strategies.

Since its introduction, Twitter has made many updates to Twitter hashtag analytics. In 2016, they even launched a standalone Twitter hashtag analytics app called Engage. The introduction of third-party Twitter hashtag analytics tools offering comprehensive insights drove Twitter marketing to a more data-driven approach. These tools enabled users to monitor the performance metrics of any public Twitter profile.

Today, analytics have become an important and inseparable part of social media marketing. Brands, marketers, and social media managers now constantly monitor and analyze their performance metrics. It enables them to measure the impact of their implemented strategies in real-time. Depending on the performance metrics, marketers and brands can improvise their marketing approaches in real-time.

Another great benefit of a third-party Twitter hashtag analytics tool is that it enables you to track and monitor the performance metrics of any public Twitter account. You can use them to track, monitor, and analyze the social media moves of your competitors.

But deciding which metrics to track can be difficult. There are so many important metrics, and all of these can be overwhelming for any new business.

In this post, we are going to discuss some important Twitter hashtag analytics metrics that you should track and monitor.

Important Hashtag analytics Metrics

These are some of the most important social media metrics that you should track. They can help you get game-changing insights to help grow your business. Let’s dive in,

  • Track Twitter Follower Growth

The follower count used to be the most important metric for brands and marketers. But the rapidly increasing numbers of fake followers on social media platforms forced marketers to replace follower count with engagement as the most important metric. Although, this does not make follower count a vanity metric.

A high follower count helps brands and marketers establish their authority in the industry. These are users that have taken an interest in your business and can become potential customers in the future. You can easily view your follower count on the account. To identify trends and analyze followers, go to the Twitter analytics section. It can provide a 28-day summary of your Twitter profile’s performance along with various analytical insights.

You can also download your entire Twitter history since the creation of the account, directly from Twitter. This can help you analyze your Twitter follower growth. Although if you need more comprehensive and detailed statistics, you should consider using a third-party Twitter hashtag analytics tools.

  • Track Reach and Impressions

Using native Twitter analytics, you can track the reach and impressions of your tweets.

Reach: The number of users in whose timelines your tweets have emerged. To further simplify this, let’s say you have 1000 followers. Your tweet will appear in these 1000 users’ timelines. Although, the reach of your tweets can be increased through engagement from users. If any user shares or retweets your content, it further increases your reach. While the user’s followers may or may not see the content, it certainly penetrates more timelines.

Impressions: Impressions are the actual number of users that have seen your tweet. Let’s say you have 1000 Twitter followers, but only 700 of these followers saw your tweet. These 700 followers are the actual impressions from the followers.

  • Dissect Audience Demographics

Analyzing your audience demographics is the first step to developing an effective Twitter marketing strategy. It can help you identify your target audience and understand their likes and preferences. You can get insights like:

  • Twitter account age
  • Top languages
  • Interests
  • Gender
  • Profession etc.

These insights can help you plan personalized ad or hashtag campaigns to target these users.

  • Analyze Engagement

Engagement is the most important metric for brands and marketers. Followers that don’t engage with your brand won’t benefit you in any way.

Track the engagement metrics of your tweets, it can help you identify resonating content topics and interests that your followers like to engage with. You can also check the quality of engagement on your tweets. It can help you identify the type of content (media) that drives the most engagement.

In 2021, video content is king. People would rather watch 10-minute information videos rather than reading a blog providing the same insights. Short-video content is also increasing in popularity.

Combing the insights about audience interests and top media, you can plan and deploy an effective content strategy that drives engagement.

Analyzing engagement metrics of your previous tweets can also help you figure out the time-frame when your followers are most active and can provide the maximum engagement.

  • Track Twitter Mentions

Tracking Twitter mentions can help you identify and analyze all conversations related to your brand.

Twitter thrives on real-time conversations, that’s what made Twitter popular in the first place. But it can also be a great customer support mechanism. You can leverage Twitter advanced search to track tweets mentioning your brand. You can then check all tweets and identify complaints or issues of unsatisfied customers.

Although, using a third-party Twitter hashtag analytics tool can help you easily identify all customer complains and increase the response time of your support teams. Remember, even engaging with your customers gives you a chance to retain them. Even if you have an excellent product, an ineffective customer support channel can keep potential customers away from your brand. Also, you never know which customer complain can explode into a social media crisis and tarnish your brand’s reputation.

  • Identify most engaging followers

Posting engaging content and updates consistently is essential to keep the followers engaged. But, engaging with your followers is just as important.

Identify users that frequently engage with your brand and drive engagement. You can engage with such users to show appreciation for their loyalty towards the brand. Engaging with your followers also encourages other users to engage with your brand. Also, these conversations often result in some hilarious tweets or replies that can help you generate brand awareness and attract more followers.

  • Identify influencers

Influencer marketing is one of the most effective and preferred marketing channels in 2021. Over 80% of brands and marketers say the revenue generated from influencer marketing is similar or more when compared with other paid marketing channels.

Look for users with high-followers counts that engage with your brand. These influencers can help you promote your brand on Twitter. Although, not every influencer that engages with your brand can help you market it. After identifying all influencers, choose the ones that are related to your industry. You can further analyze their engagement statistics to identify the right influencer to promote your brand.

You can also partner with multiple influencers for your influencer marketing campaigns. The influencer marketing landscape is changing and is slowly becoming centralized. The introduction of new types of influencers has opened new ways to market brands. If your brand needs exposure you can collaborate with a mega influencer. Similarly, if a new business needs quality engagement and more focused audiences to increase conversion rates, they can partner with micro-influencers.

How to access Twitter hashtag analytics performance metrics?

You can track and analyze your Twitter profile’s performance metrics with native Twitter analytics. It provides a lot of insights that can increase your brand’s social media presence and help scale your business to the next level. Although, there are two major drawbacks of using native Twitter analytics.

Don’t get wrong, native Twitter analytics still is an amazing analytical tool but with a few limitations.

  • Twitter removed audience insights from native Twitter analytics
  • You cannot track the performance metrics of other users

Audience insights and competitor analysis are important facets of social media marketing. Without these insights, any brand or business cannot plan and deploy effective Twitter marketing strategies to grow their business. This is where third-party Twitter hashtag analytics tools can be really helpful. One such tool is TrackMyHashtag.

TrackMyHashtag

TrackMyHashtag is an AI-enabled Twitter hashtag and event tracking tool. It can help you track conversations related to any hashtag, keyword, or @mention in real-time. You can also track the performance metrics of any hashtag campaign or public Twitter account. You can access your performance metrics and improvise strategies in real-time if needed. It also helps you identify resonating content topics along with relevant trending hashtags to increase reach and engagement.

Key features of TrackMyHashtag,

  • Track hashtag performance metrics in real-time
  • Track all tweets related to any hashtag, keyword or @mention
  • Identify resonating content to increase engagement
  • Find trending hashtags to increase reach
  • Identify most engaging media
  • Spot and evaluate influencer option

TrackMyHashtag can provide access to real-time performance metrics and help make data-driven decisions to scale your brand’s social media horizons.

The basic monthly/yearly premium plans start at $49/$299 respectively.

Closing Thoughts

Nowadays, social media marketing is more data-driven as it helps analyze every minute detail and provides valuable insights to grow your business. Hashtag analytics is a great place, to begin with, but as the size of your audience increases, you will need more specialized tools that can extract more insights and help make effective marketing decisions. I have mentioned all the important metrics that I could think of. If you think I missed any important metric, please let me know in the comments.

Until next time. Adios!