Interesting Observations from Twitter’s Tweet Activity Dashboard

With the wealth of data Twitter has been collecting from those of us who spend more time on their platform than anywhere else (*raises hand*), it’s only fair that the social network share some back. 

I have been spending a little time as of late digging into Twitter’s Tweet Activity dashboard for a few of my clients. Besides for the insight provided on each tweet individually, I found it interesting that Twitter is sharing both promoted and non-promoted (“organic”) activity. Sure, it’s a given they’d want to provide advertisers with paid content feedback– but giving every user an analytics dashboard is certainly unique for a social network.

 

So, I decided to take a break from getting a paycheck to analyze social media, and look into the Tweet Activity dashboard for a few accounts of my own. And, what I’ve discovered is eye-opening, to say the least.

Impressions

Viewing the Tweet Activity dashboard for both my personal account & the one for this website, the very first thing that stood out were the “impressions” stats. Twitter provides a bar chart highlighting the past 28 days by default (though this date range can be customized)– below this, however, is a tweet-by-tweet breakdown of impressions & engagement.

This is where the math becomes telling. As you’ll see below, a few recent tweets by my Chicago’D account haven’t received any more than 25 impressions total. The Twitter account, though, has 1684 followers– which means that, on average, every tweet I post is only seen by 1.5% of my total audience.

Do you think that’s low? Because I do. And the numbers get more depressing from there.

Engagements

Let’s look at the latest tweet on that sample above (the one regarding this post on increasing YouTube views): the dashboard is showing me an engagement rate on that tweet of 8.3%– which, based on my previous discussions with Twitter ad account reps, is high for the network (promoted content averages around 3%).

However, consider this: only 1.5% of my followers actually saw this tweet. Again, of the 1684 followers @Chicago_D_ has, a mere two “engaged” with this post. For those of you without calculators out, that’s .12%– still good compared to display CTRs, but not nearly 8%.

In Summation…

I give Twitter a good deal of credit for allowing users who do not advertise on their network the chance to see how followers are interacting with their content. Though, after digging through this data a bit, it seems more likely that the goal of this insight is to further push the need for their promoted tweet products.

Interestingly enough, with all the talk about Facebook’s algorithm & how it is programmed to hide business’ organic posts, it seems that non-promoted reach isn’t all that impressive on Twitter, either– especially given the real-time nature of the timeline, which means if that if your followers aren’t on the app precisely when you post, your content may not be seen at all.

Has anyone else checked out their Tweet Activity dashboard lately? I’d love to hear how some of your accounts’ data differs.

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