Twitter announces Twitter Cards analytics. What does this mean for your content?

With the release of Twitter Cards analytics, how will this improve content across the platform?

 

Twitter announced the rollout of Twitter Cards Analytics, an analytics tool that will give users and brands insight into the performance of their content on the platform.

The dashboard will use personalised data and best practice tips, revealing how users can improve key metrics such as retweets, URL clicks and app installs.

Publishers will now be able to better see the performance of their Tweets
Publishers will now be able to better see the performance of their Tweets

A main feature of the tool will be the ability for brands to compare their performance to the average Twitter publisher. It will also feature an influencer sub-tab, so you can see which accounts are improving the performance of your content.

While Twitter released a basic analytics tool in June last year, the Twitter Cards analytics tool will provide advertisers and publishers with a far more in-depth analytics dashboard tool providing demographic breakdowns for location, gender, age, followed accounts and top interests.

Twitter Cards analytics will provide follower demographics to publishers
Twitter Cards analytics will provide follower demographics to publishers

Twitter have updated their blog with basic information on the tool, and have released a video with a demonstration of how it all works.

From what Twitter have reported, they have been testing this dashboard with large publishing companies like Buzzfeed, ESPN, MLB, Flipbaoard, NBC News, Time Inc., and Foursquare and soon the platform will be available to all users.

Compared to YouTube and Facebook, Twitter have been slow in releasing an open analytics tool for its users. Both YouTube and Facebook have long provided information to publishers on users demographics, traffic sources, engagement rates and other performance metrics.

Quality content is one of the most important assets for Twitter if it wants to continue to grow its platform. With the release of Twitter Cards analytics, it looks like they are attempting to promote the creation and sharing of quality content, ensuring a better platform experience for users.