Planning your Twitter content strategy for maximum exposure and engagement is a meaty task, even for the most seasoned marketer. Luckily, there is data available that can help in the planning process, providing valuable insight into your own account, your followers, and the Twitter community as a whole.  

Twitter analytics provides a wealth of information that can help you create meaningful Tweets that will resonate with your target audience. Below are seven things you can learn from your Twitter data.

Audience insights

Want to know what your followers are interested in, their professions, and what they’re purchasing? Look no further than the audience insights dashboard. 

Here you’ll essentially find an online profile of your follower make up, including:

• Interests
• Occupation
• Gender
• Education
• Marital status
• Buying style

You likely know who your target audience is, but do your Twitter followers match that same profile? If not, you may need to rethink your audience and your content strategy to better serve your current following, or consider running an ad campaign to gain more targeted followers. For example, if you’re a premium brand and only a very small percentage of your followers purchase premium brands, you probably need to refocus your efforts. Similarly, if you’re constantly Tweeting about weddings, and very few of your followers have an interest in this, your content may need a new angle.

Comparison data

All the information available on your followers is also available for all of Twitter, as well as select audience groups. You can compare your followers with different personas, demographics, interests and consumer behaviors to see how your brand measures up. 

Tweet impressions

Under the Tweets section, you can find a list of all your Tweets and the number of impressions. You can see individual Tweet performance, as well as recent months or a 28-day overview of cumulative impressions. Capitalize on this information by repurposing Tweets that gained the most impressions, or creating Tweets on a similar subject. 

You can also use the cumulative overview to compare monthly activity. What did you do differently in a month with higher impressions? Did you Tweet more frequently? Take a look and see how you can recreate months that earned you high impressions. Another option is to try out Promoted Tweets, which will help your content reach more people.

Tweet engagements and engagement rate

Similar to impressions, the Tweets section also shows your Tweets engagement, or the number of interactions your Tweet has received, as well as the engagement rate, which is engagements divided by impressions. If your Tweets are receiving little engagement, you may want to rethink your subject matter and format, for instance, you may want to add photo or video to your content mix, which tends to generate more engagement. 

Follower growth

In the followers dashboard, you can track how your following has increased over the last 30 days, and also how many new followers you’ve received per day. If you notice a particular day has either gained or lost you several followers, be sure to check what you Tweeted that day to try and determine the cause. You can also consider running a Followers campaign to gain engaged new followers. 

Event and trending topic data

Discover upcoming holidays, events, and recurring trends, and find out who’s Tweeting about them. This is great way to find potential new content ideas, and conversations to join in on.   

Video content performance

If you’re using video as part of your content strategy, you can track your video views, as well see a bigger picture of how people are responding to your videos. For instance, are they watching it to completion? 

If you want to fine-tune your Twitter strategy, spending some time understanding your Twitter analytics is a great place to start. Get started by viewing your Twitter analytics dashboard today.

Additional reading:

• How to use Twitter analytics to plan more impactful Tweets
• Get to know your followers with Twitter audience insights
• Buffer shares how the role of a social media manager is evolving

A version of this article was originally published on MarketingProfs.