While having thousands of Twitter followers is great, those numbers don’t mean much if those followers don’t engage with your Tweets. That’s akin to having something important to say but being unable to get people to listen to you. So even though the platform has a huge potential to drive brand visibility and growth, you may be unable to make full use of it if you can’t drive Twitter engagement.
In this video, I will try to help you uncover some of the top strategies to bring up those numbers and engage your Twitter audience more effectively. Let’s dive right in.
I am Raj Pavi, creator of AI Insider, an AI powered SEO Tool which we use inhouse to outrank any of your competition. If you have any digital marketing assistance, please dont hesitate to contact us. Our site is www.DCDigitlas.com
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What is Twitter engagement and why does it matter?
Twitter engagement refers to all the ways people interact with your brand and its posts on the platform. So it not only includes likes, Retweets and replies but also brand mentions (tagged or not), follows, embedded media and links, just to name a few. In other words, it’s an indicator of how popular your brand is on the platform.
At this point, you may have started to get a fair idea of why Twitter engagement is so important. But let’s break it down and try to understand the specifics of why you should work on engaging your Twitter audience:
1. Massive audience base
The main appeal of Twitter is its massive audience base. With 330 million monthly active users recorded in 2019, it’s one of the biggest social media platforms and makes a significant contribution to brand visibility and growth. So you can imagine how the level of engagement you get on Twitter makes such a huge difference for your brand.
2. Builds exposure
Twitter allows users to quickly Retweet posts in just a few clicks, which could further promote sharing. And due to the Twitter algorithm, when people share your Tweets, it could help build exposure within their followers’ feeds.
Some likes and replies will show up in a person’s followers’ feeds, as you can see in the example below. A user liked Steak-umm’s Tweet, and that same Tweet appeared in her followers’ feed signifying that she liked it.
The best part is that this exposure doesn’t just end within the Twitterverse. With people often sharing screenshots of Tweets and conversations on other platforms or turning them into memes, you could potentially expand your reach even further. In fact, an estimated 1.6 billion unique visitors each month see Tweets through third-party platforms.
3. Boosts brand-consumer connection
With fewer privacy restrictions, Twitter allows brands to quickly discover and respond to Tweets concerning them. This allows you to connect with customers directly while resolving any complaints or issues at the earliest.
And when you engage with your audience this way, you get to strengthen your relationship with them. In fact, the Sprout Social #BrandsGetReal study found that liking or responding to a customer is the top social media behavior that can help brands connect with consumers.
4. Promotes openness
In line with the previous point, fewer restrictions also promotes transparency and openness between brands and consumers. Because interactions with customers through Tweets and replies is open for everyone else to see, it could quickly reach a large community.
How to measure engagement on Twitter
Now that you understand just how crucial Twitter engagement is, you’re probably curious where your current engagement rate stands. Keep in mind that your total engagements don’t translate directly to engagement rate on Twitter. You have to consider your following size too.
You may have hundreds of followers, but if only a small percentage of those followers like or Retweet your Tweets, your engagement rate needs improvement. Besides likes, Retweets and replies, you may also want to consider less typical actions like branded hashtag use, follows and linkbacks as engagement actions.
With so many factors to consider, it can be challenging to manually calculate your average Twitter engagement rate. And the native Twitter analytics won’t break it down for you either. So consider investing in a Twitter analytics tool to get a more accurate picture of your engagement and measure other performance metrics on the platform.
The Twitter analytics and reporting tool from Sprout lets you do just that. Your Twitter Reports dashboard will give you an in-depth look at your organic impressions, total engagements and link clicks. It also helps you track other metrics such as your net follower growth to gain a more comprehensive view of your Twitter performance.
5 ways to boost Twitter engagement
Once you start keeping a close eye on your Twitter engagement rate, you might notice a huge disparity between your following size and your engagements.
