After Twitter’s fake follower expose, brands and marketers were left wondering which metrics to consider to evaluate the performance of any user. Eventually, the engagement rate was crowned as the most important metric. Although, the follower count still is an important metric for businesses using social media to promote their brand. Everyone wants to increase their follower count, and why wouldn’t they? It is one of the first indicators that users look for to find engaging and value-adding profiles to follow.
If a user has a high follower count, users usually think that it must be due to engaging content that the account posts. But increasing the follower count of your Twitter profile is not that easy. Social media platforms now have an abundance of content, every brand or influencer wants the attention of the target audience. Posting a couple of updates now and then can no longer help you build an engaging and loyal follower base.
Also, brands need to understand that social media is not a one-way street. Today, you need to engage with your followers as well to keep them hooked to your brand. But to do so, you need to first understand which what interests your target audience. Only then can you build and find engaging topics that your followers like to engage with. The best way to identify the likes and preferences of your audience is by analyzing Twitter followers.
Why Should You Analyze Twitter followers?
Twitter is one of the most competitive social media platforms out there and posting some random updates will get you nowhere. If you have decided to promote your brand on Twitter your first step should be identifying what keeps your target audience engaged. This way you can understand,
- What your followers tweet about the most?
- What kind of content they mostly engage with?
- When is your target audience most active?
- Which followers are important as well as the fake ones?
- Do you have ghost or inactive followers that decrease engagement rate?
- Who are the top influencers that engage with your brand and your competitors?
- Which followers engage the most with your brand?
But before we dive further into analyzing Twitter followers, you need to know about the most important metrics.
Likes: Generating likes for posts is the main objective of any social media user including brands. The more likes your post gets the more chances it has to get the attention of new users and possibly go viral.
Mentions: This metric takes into consideration the tweets that mention your brand (Twitter handle). These metrics help you analyze the scale of conversations about your brand. Further, by analyzing those tweets you can also analyze the opinions of users about your brand, product, or service.
Retweets: Retweets are an excellent way of increasing the visibility of your tweets. If a follower retweets your content, the users following that handle will also see your post and hence you get a chance to engage with new users.
Followers: Every brand, influencer, or even casual user wants to increase their follower count. And why not? It helps them establish their authority in the industry. But those users won’t do you any good if they do not engage. Strive to build an engaging follower base rather than just inflating your follower count.
How to Track Social Media Metrics?
Twitter analytics is an in-built data and performance tracking feature. It enables you to track various analytical insights about your daily Twitter activity. It was first introduced in 2014 and enable you to analyze your activity from the beginning when you first started using Twitter.
You can check who engages and comments on your post, you can also identify which topic your followers like to engage with. The only drawback is that Twitter recently removed the audience insights tab. Besides that, you can also monitor the performance of your Twitter ads.
How to Analyze Twitter Followers?
Twitter analytics is useful but has limited insights. You cannot access many insights about your audience, something that is essential for developing an effective marketing strategy. For this, you will require a third-party Twitter analytics tool that can help you analyze your followers and extract insights. Some of those insights are,
What is your audience demographic?
Understanding the audience demographics is essential for developing personalized marketing strategies. For example, where do your followers come from in terms of location, what is their age group, which gender group do they belong to, and which industries do they operate in.
After you have access to these insights you can develop effective marketing strategies that can help you draw the attention of the followers and like-minded users to your brand.
What does your target audience tweet about the most?
Knowing which topics your target audience tweets about the most is essential to planning an effective social media content strategy. Once you know the topics that users like to engage with the most, you can craft an engaging content strategy to keep your audience hooked to your brand.
What is your follower growth rate?
Tracking your Twitter follower growth rate can help you in analyzing the impact of your marketing approaches and measure success. If your follower growth rate drops during your marketing campaign, it’s best to change your marketing approach as the tactics may not be effective and vice-versa.
What type of content drives engagement?
Identifying the type of content that your followers seek the most is essential to keep them engaged. Whether it’s videos, blogs, news updates, trends, and more. Once you have this figured out, you can create content related to topics that align with users’ interests to drive engagement.
When are your followers active?
The average lifespan of a tweet on Twitter is between 15-20 minutes. This makes posting content at the time very much important or you won’t have the desired interactions. Using a Twitter analytics tool, you can identify the time frame when your followers are most active based on the performance of your past tweets.
Who are the most engaging followers?
Posting engaging content is no longer enough to keep your followers engaged. Social media users now seek a brand that also likes to engage with their followers. Find users that engage with your brand the most and help create conversations. You can even follow back some of the users to show your gratitude for staying loyal to your brand.
Which influencers follow or engage with your brand?
Influencer marketing is one of the most utilized paid marketing channels in 2021. Influencers can sway the consumers’ buying decisions and brands leverage them to promote their brand. Analyze your followers and identify influencers that engage with your brand. Now look for influencers that are related to your industry and analyze their follower base to identify the right brand advocate to promote your brand.
Do you have ghost followers?
Ghost followers are accounts that do not engage with your brand. They can be fake accounts, bots, or inactive users. Every brand or influencer has some of these accounts in their follower base even if they haven’t bought fake followers. If these accounts are left unchecked they would accumulate over time and decrease the engagement rate of your brand.
If you want to grab the attention of users and build an engaging follower base, you need to first understand the needs of your target audience. By analyzing Twitter followers you can gain access to various valuable insights that can help you plan an effective Twitter marketing strategy to maximize success. FollowersAnalysis is a great tool that can help you analyze the followers of any public Twitter account and provide useful insights. Do give it a try!