Twitter provides artists, musicians and content creators with the opportunity to interact with fans in real-time. Over the years this has created a gateway to engage and form deep connections with by offering a one-to-one experience.
This is why Twitter metrics has been a key tool in helping users create value around their content. The real power is that content creators can now update the appropriate parties with a single tweet. This can be new releases, updates on live performances and/or merchandise releases.
Twitter also has also developed tools like ‘Advanced Search’ that allow you to segment your targeted followers based on where they live, what they Tweet and who they follow. This allows for a number of brand associations surrounding Twitter’s giant music fan base.
Check out the article below where I deep dive into what makes Twitter’s music fans unique.
Twitter’s Advanced Search feature can also help with creating conversations and gauging interest to see what cities you should book next for a show or event.
Now lets deep dive into 20 facts that make Twitter a go-to for artists, musicians and content creators.
- Twitter has 145 million monetizable daily active users.
- 30 million (or 20%) of Twitter’s daily users are American.
- 92% of the U.S. population is familiar with Twitter (even if they don’t use it).
- 22% of adults in the U.S. use Twitter.
- 44% of U.S. 18- to 24-year-olds use Twitter.
- U.S.-based Twitter users are younger, have more education, and more income than the general U.S. population.
- The most active U.S. Twitter users have 20x as many followers, on average.
- 12% of Americans get their news from Twitter (71% of Americans on Twitter are using it to read news.).
- Twitter’s site referral traffic is up 6%, year-over-year (Instagram: 56%, Facebook: 29%, YouTube: 22%).
- Twitter users are more likely to like brands that are inclusive and transparent.
- Twitter ad engagement is up 23%.
- Twitter ads with video are 50% cheaper in cost-per-engagement.
- Twitter users spend 26% more time with ads than other social media users.
- Twitter users spend 24% more time with ads posted by ‘creators’.
- 25% of Twitter’s most prolific users use scheduling software.
- Tweets with hashtags gets 100% more engagement.
- People watch 2 billion videos on Twitter per day.
- Watching video is the #3 reason people use Twitter.
- Tweets with video get 10x the engagement.
- 93% of video views on Twitter happen on mobile.
11 Of The Most Significant Twitter Metrics To Track
Twitter metrics are divided into three main categories. They are as follows:
- Account metrics are related to your overall follower base and specific Twitter profile.
- Individual tweet metrics have to do with specific tweets and engagement numbers.
- Ad metrics cover ROI (return on investment), conversions and the effect of promoted tweets (reach).
Top Account Metrics
Once you access your Twitter analytics dashboard, you will find these metrics on the Home Tab and they are reported monthly.
1. Top Tweet
What it measures: The tweet that pulled in the bulk of your impressions for the given month.
Why it matters: Given that this tweet reached the biggest audience, it’s a great example of what speaks to your target market. This will help you determine if there is a pattern such as certain hashtags, the time of the day, as well as targeted content that warrants re-shares.
Quick Promoting is an option as well. This will aid in helping the tweet reach an even larger audience. The least that you can take from the situation is gathering data on what works and when it works, so that you can apply it later or in future campaigns.
2. New Followers
What it measures: The amount of new followers that you have accumulated in an individual month.
Why it matters: On Twitter, a follow means everything. It signifies a longer-term engagement that holds more weight than a retweet or like. It’s also a good indicator, to see if your overall Twitter strategy is practical and not just based in theory.
If you are losing followers, you might want to take a closer look at your content and overall distribution cycle. A/B test are valuable because it not only shows you what works, it also shows you what strategies produce the most effective results.
3. Top Follower
What it measures: This metric is essentially a subset of a subset. It is measured by month and it singles out your top follower (for the month) who has the most followers of their own.
Why it matters: This is a metric to keep track of because of its potential to network and gain traction. This means that this is an opportunity to gain leverage, even though this person hasn’t necessarily engaged with your content. They possess the largest potential to help expand your reach through comments and retweets.
Make sure that you are keeping track of this metric because you will want to follow back your top follower. This opens up an array of ideas for brand advocacy and Influencer campaigns.
4. Top Mention
What it measures: This measures the tweet where another user has tagged you and has the largest amount of impressions (reach).
Why it matters: Pay close attention to this metric. This also presents an opportunity for networking. If your top mention is positive, make sure to reach out to that person and send them a ‘thank you’ DM.
Keep in mind, they are the Twitter use that broadened your reach for more than anyone else this month. On the other hand, if it’s a negative mention make sure that you still reach out to dissect why they reacted to your content or statement a certain way.
Top Tweet Metrics
Once you have performed a top-level examination of your account’s efficiency, you should spotlight these particular tweets using the tools provided within Twitter Analytics.
These tools will allow you to select tweets for a selected period of time that allows you to look at the metrics for a single tweet.
What it measures: Engagement is a total of how many times fans have reacted to your tweet. This involves all things from follows, likes, tweet expansion and retweets.
Why it matters: Keeping track of what works on Twitter is a good way to generate a formula that will keep producing results, help you build your brand and create value within a community.
6. Engagement Rate
What it measures: This is calculated by the amount of engagements you receive divided by the number of impressions. The result is your engagement rate.
Why it matters: The engagement metric is an asset by itself, when you analyze your engagement rate it will provide a better understanding of how successful a tweet is based on how many people viewed that individual tweet.
When you are keeping track of individual tweets and their statistics, keep an eye on the engagement rate over a period of time. This will let you know what content speaks to your audience based on the highs and lows of the engagement rate. This could be the difference between GIFs, videos and/or sharing photos.
7. Twitter Reach Percentage
What it measures: Reach is determined by how many of your fans or users in general, viewed any particular tweet. You can estimate this percentage on your own by dividing a tweets impressions by your overall followers.
Why it matters: This can help you develop a pattern and create a strategy based off of timing. If you are aware of how many users are seeing your tweets. You can come up with a plan to increase exposure and produce content around those times.
You will discover that a Tweet can involve a much larger radius that goes far beyond your specific followers. This metric is also an indicator of what works well for your audience.
Always, keep track of these tweets because it means that users have discovered you via hashtag, comment, like or retweet.
8. Link Clicks
What it measures: This is the amount of times that people have selected a link or clicked on a website in your tweet. This could be your blog, YouTube, Instagram or SoundCloud.
Why it matters: This is an important metric to measure because it is taking people outside of Twitter. Link selections are included in your engagement rate and it does create value to know what content and products people are choosing to select on their own.
Your click-through rate is very important when it comes to content strategy and distribution.
Top Twitter Ad Metrics
What it measures: This involves paid advertising and the results metric is the outcome of a previously selected objective that has been met. This can include video views, impressions, followers gained, clicks and conversions, engagements and more.
Why it matters: This is a crucial metric when you are running a Twitter ad campaign. It is basically a determining factor to signify if your ad is having the anticipated effect. Results are directly connected to your objectives for your Twitter ad campaign.
For example, if you are running an ad campaign to increase video views, the result amount will track the overall views for your video.
10. Cost Per Result (CPR)
What it measures: This is an average of the total amount you will pay after user have seen or taken a specific action after viewing your ad.
Why it matters: Your Twitter campaign objectives are connected to a chargeable action that’s only billed after that action takes place.
For example, if your advertising campaign objective is ‘link-click through’. You will only be billed when a person clicks your link and visits your website. This metric will aid you in calculating ROI and preparing you budget.
What it measures: “Conversion tracking starts where Twitter stops,” explains Twitter. Conversions can aid you in keeping track of what actions people are taking after they see your Twitter advertisement. This includes on their devices and on your website.
Why it matters: This metric paints a picture of the route that users are taking from your Twitter advertisement to your website, all the way up to the anticipated conversion.
You will have access to your conversion tracking dashboard, this is where you can simply view if your Twitter campaign is delivering the anticipated results.
The engagements will include total sales, transaction values, post-view conversion and post-engagement.
For artists, musicians and content creators your brand is your first encounter with potential fans and followers. Before they make the decision to follow you or engage with your content they will ultimately be judging you based off of your Twitter profile.
This fact alone is why your personal brand should take the lead when developing a social media strategy for your Twitter account.
A solid brand is crucial when building your network and building rapport with other artists, labels and industry regulars. The ultimate goal is to have your brand resonate with your target audience, no matter it be fans, label executives or concert promoters.
If branding yourself online is one of your goals, Twitter is the perfect platform to get started. Although, there is a lot of noise when it comes to building a brand on Twitter. There is a wealth of artists, musicians and content creators to connect with through the sharing of blog posts, websites, news, videos, photos and podcasts.
The convenience at play is that there are millions of people using Twitter as a marketing platform. So there is plenty of examples to take note of, as well connecting and working with content creators with similar mindsets.
“Anything that can be measured, can be improved”