What You Can Learn from Twitter’s Audience Insights

Twitter has taken another note from Facebook, mimicking Facebook’s Audience Insights and releasing their own.

Twitter’s Audience Insights is just as valuable as Facebook’s, and provides a lot of great information about how makes up your audience and how to best connect with them.

At the moment, we don’t really recommend Twitter Ads in general (depending on your specific audience and niche, this can be different for you) due to high costs.

That being said, using Twitter itself as a free marketing platform is a great way to promote and build your brand and your business (they’ve even made more changes to help with this), connecting with new audience members. Twitter’s Audience Insights can help you do just that.

How to Access Twitter’s Audience Insights

To access Twitter’s Audience Insights, you’ll click on your picture in the top right corner. This will open a drop-down menu, and you’ll click on “Analytics.”

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Once in the analytics section, you’ll click on “Followers,” which can be found in the top left corner of the Page.

twitter's audience insightsThis takes you directly to your Audience Insights page, and you can choose to view Twitter’s Audience, your audience, or a comparison of the two.

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What Twitter’s Audience Insights Tells You

Twitter’s Audience Insights can tell you a lot.

They break down the your audience into different categories, showing you what percentage of your audience fits into which category. They do this using information they glean from users’ onsite usage, as well as off-site information provided by third party company Datalogix.

The overview at the top of the page will tell you what their most common interest is, what type of lifestyle they follow, what type of buying style is most common, and their most commonly used wireless carrier.

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On the rest of the page, Twitter gives you the information about various statistics on your audience, including:

  • Interests: Twitter will show you the most common interests shared by your followers, and what percentage of your followers are categorized into having those interests.

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  • Occupation: Twitter shows you what percentages of your audience fits into different categories of occupations and types of jobs.

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  • Consumer buying style: This seemingly erratic category breaks down users into how they purchase, having everything from “value conscious” to “vegetarian.” Will all of these be relevant to every business? Of course not. But knowing if your customers are “value conscious” or prioritize “premium brands” can be good intel.

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  • Wireless carrier: Self-explanatory, this graph will show you what percentage of your audience uses what wireless carriers.
  • Household income: This section shows how much your average audience member fits into a household income category.

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  • Net Worth: Again, self-explanatory, this category shows you which net worth categories your different audience members fit into.

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  • Marital Status: Not as detailed as Facebook’s relationship statistics, this just shows what percentage of your audience is married, and what percentage is not.
  • Education: This shows the highest level of education completed, and what percentages of your audience have graduated from different levels of school.

How You Can Use Twitter’s Audience Insights

Just like with Facebook’s Audience Insights, this information can tell you a lot.

Sometimes the people you think will be your target audience aren’t really the ones who make up the audience that you actually have.

This can tell you two things—one is that you may somehow have missed your target audience and aren’t appealing to them. The other thing it can tell you is how to create content that is more geared to the audience you currently have.

You can adjust your marketing campaigns accordingly. For example, if you find that your audience prioritizes value and tends to be thriftier than what you previously thought, you can focus more on marketing strategies to take advantage of this information. For example, you can host contests with freebies, or advertise sales.

Similarly, if you find that a large portion of your audience has an interest in common that doesn’t directly relate to you, you can still use this interest to create engaging content. For example, if you see that a large percentage of your users like comedy, you can share more humorous content on your profile, and make sure to incorporate more humor into the content you create off of Twitter, too.

Final Thoughts

Twitter’s Audience Insights is a great tool, and it’s a good thing they’ve taken another note from Facebook to create it. I also want to note that their other analytics tools can be useful summaries, but their Audience Insights in my opinion is one of the strongest analytics tools that they offer.

To see more about different advertising options with Twitter, you can learn about Twitter’s Website Cards and how Twitter Ads compare to Facebook Ads.

Are you using Twitter’s Audience Insights? Has it helped you learn anything about how to better connect with your audience? Share your thoughts in a comment below!

Increase Site Traffic with a Website Card on Twitter

Twitter Ads; Website card on twitter ads We don’t always talk about Twitter much on this blog, particularly since we focus on Facebook Ads, but Twitter itself is an important social media platform (one we recommend all businesses have) that increases exposure and potentially traffic to your site.

Twitter as a marketing platform offers a great deal of value. The very nature of Twitter makes it a natural environment for posts to get shared frequently, potentially even going viral, and creating a great deal of awareness about your brand.

Twitter Ads has been working hard to improve their platform to be more competitive with Facebook Ads, too. They’ve recently added Website Cards as another improvement to their ad platform, giving businesses another tool they can utilize. For businesses that use Twitter Ads, it’s a great feature, and it’s one that you should consider testing.

What is a Website Card on Twitter?

A website card on twitter is a new tool Twitter recently released with the goal of helping users to connect with your business and increase traffic to your site, increasing conversions in turn. It is part of their paid ad platform, and it allows you to give users more context and information about your site on your Twitter Ad campaigns.

The website card is made up of an image, a button, and a link to your site. Each of these components are a link to your site, so if users click anywhere on it, they’re automatically taken there. The idea is to give users more information about your business, and thus more motivation to click to it and increase your site traffic.

website cards on Twitter

By Twitter’s own statistics, which yes, may be a touch biased, Website Cards have been shown to drive 43% more engagement to your main website off of Twitter. Even if most users don’t get that massive boost, even a partial boost is one to take a look at, and at least worth testing out.

Twitter Ads can be more expensive than Facebook Ads, and often are. However, their ads also have higher click-through rates, so if you’re really seeking to boost traffic to your site, a website card on Twitter could be the way to go.

Now that we know what this tool is, we can take a look at how to set up a Website Card on Twitter Ads to start sending more traffic to your website….

How To Set It Up        

To set up a Website Card on Twitter, you have to run a Twitter Ad campaign with the objective being to increase website traffic or conversions.

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In the section of ad creation where you compose your Tweet, you have the option to create a website card. You’ll enter in your website URL, an image, a headline, and a call to action.

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A great benefit to the Website Card tool is the great variety of Call to Actions you can choose from, which offers consistently more options than Facebook’s call to action button.

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This allows you to add extra content to catch the attention of users and increase those clicks, sometimes boosting engagement but most often increasing website traffic to your site.

Final Thoughts

At the end of the day, any tool you can use to increase traffic to your website is a good thing—especially if it’s easy to use and cost effective. Considering Twitter Ad’s already high ratio of click-through rates, adding another tool onto your campaign to increase clicks to your site can be a great way to get that extra boost of traffic that you need.

What do you think about Twitter Ads? Have you used their Website Card feature yet? Leave us a comment and let us know what you think!

 

We’ve got our Beginner’s Guide to Twitter coming soon, giving you all the information you need to succeed!