What are Engagements on Twitter? Twitter is everywhere—and it’s here to stay. With more than 217 million active daily users, Twitter is full of opportunities to build brand awareness, connect with your community, and grow your business.
Of course, growing your Twitter presence won’t happen overnight, but once your account catches some momentum, it can snowball into an amazing resource. When your audience feels like they can resonate with your brand, they’re one step closer to choosing your business. That’s where Twitter can be your MVP.
If you’re feeling intimidated, you’re not alone. Keeping up with a fast-paced platform like Twitter can feel overwhelming, but it’s possible to maximize engagement without posting new Tweets 24/7/465. Here’s everything you need to know about Twitter engagement, from using Twitter Analytics to increasing your engagement rate, to start crafting a standout Twitter strategy.
What are Engagements on Twitter?
Now that you know what your engagement looks like, let’s take a look at average engagement rates. According to Statistica, the average engagement rate varies depending on the vertical. Overall, Twitter brands have an average engagement rate of 0.045 percent.
So, what’s a good Twitter engagement rate? Generally, engagement rates between 0.02 and 0.09 percent are good, while engagement rates between 0.09 and .33 percent are high. For reference, an influencer with a 0.02 percent engagement rate could expect .02 reactions for every 1,000 followers.
Twitter Engagement Meaning: What Is It and Why Does It Matter?
Twitter engagement encompasses all the ways people interact with your brand on Twitter. Your engagements not only include likes, Retweets, and replies, but also brand mentions (tagged or not), followers, embedded media and links, and any other interactions with your brand.
Now that you know what Twitter engagement is, let’s take a step back. If you have a strong following, why should you dedicate time and effort to boosting your engagement? It’s simple: Your number of followers can be a great indicator of how popular your brand is on the platform, but your following won’t mean anything if your followers aren’t engaging with your Tweets.
In other words, Twitter engagement is your ticket to brand visibility. Likes, replies, and Retweets show up in a person’s followers’ feeds, amplifying your reach to countless Twitter users. Twitter can be an incredible tool for building exposure and getting your brand out there—but you need to stand out from the crowd with exceptional content.
Boosting your engagement rate not only draws attention to your brand but also acts as social proof. Think about it: People notice Tweets with a high number of likes and retweets. Twitter engagement is like a catalyst, encouraging other people to engage with your Tweet. High engagement can be helpful for new brands, especially when it comes to growing a following.
How Do You Measure Twitter Engagement?
You can measure your engagement through Twitter Analytics. Twitter Analytics measures the overall performance of your Twitter content. Over the last few years, Twitter has completely reinvented its analytics tool, giving you all the tools you need to evaluate the performance of your Tweets.
To get started, sign in to your brand’s Twitter account. When you look at your “Top Tweets,” you’ll be able to view the number of Twitter impressions (views) each Tweet received, along with the number of engagements it received.
Twitter Analytics calculates your engagement rate by dividing your engagements by impressions. This way, you can quickly evaluate the relevance of your Tweets and see how each one of your Tweets performs individually.
Average tweet performance for benchmarking
You need to have goals on social media so that you know if you’re getting the results that you want, not just publishing tweets for the sake of publishing them. Benchmarking your performance against those goals is a great way to make sure you’re investing in the right platform and creating content that resonates with your target audience.
As seen in the graph above, Twitter stats tend to fluctuate on a daily basis. This makes it challenging to compare your performance for a period (e.g., a month) with the period before.
A good solution is to use averages.
Averages smooth out the fluctuations to make comparisons easier. You can easily compare your average tweet performance for this month with the previous month and quickly determine if your Twitter performance has improved.
How to find this data: You can find your averages on the right of the “tweets” page in your Twitter Analytics dashboard. They are right below each of the graphs.
Once you have found your averages, you could use them to set your social media benchmarks and analyze your performance.
What are Engagements on Twitter? Tweet impressions by time of day
What are tweet impressions? It’s the metric that tells you how many people have seen your tweet. Your audience is online at different times. For example, business professionals who go into the office every day will probably be online during lunchtime and after working hours, while remote workers probably access Twitter more sporadically.
Tweet impressions will tell your ideal posting time per day to reach more people based on how your tweets have performed in the past.
How to find this data: In your exported Twitter report, change the format of the Time column to view the numbers as minutes/hours instead of the full timestamp. Here’s a formula that will pull out just the date and time from the full timestamp: =ArrayFormula(mid(D2:D,1,16)).
Paste this into the top row of a new column. The ArrayFormula will fill the data down the entire column. Copy that to your clipboard and “paste as values” into a new column (preferably on a new sheet to keep things clean). This will allow you to format the numbers as you see fit.
Pro tip: Compare data at the hour level by rounding up to the nearest hour using this formula =ROUND(A2/(1/24),0)*(1/24), where A2 is the cell containing your timestamp.
Once you have the date and time formatted correctly, start analyzing the data.
Once you have the time in hours, you can put together a pivot table (with the row set to Time and the value set to average impressions on Twitter) to compare the time to average impressions of tweets.
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