What Is Twitter Engagement Rate & How To Calculate It
Are you struggling to understand your tweet's performance on Twitter?
Whether you are looking to promote your brand or growing your audience, Twitter offers a wealth of opportunities to engage with your target audience.
But with so much content being shared on the channel every second, how can one measure the effectiveness of your tweets? This is where Twitter engagement rate comes in.
Twitter engagement rate refers to the level of interaction that a specific tweet receives over a certain period of time. The higher the engagement rate, the more successful the tweet is considered to be in terms of reach and audience engagement.
Both brands and influencers can leverage this metric to check their tweet's performance and success before deciding to collaborate with each other.
In this article, we will explore what Twitter engagement rate is and how to calculate it accurately, so you can track the success of your Twitter marketing efforts and optimize your content strategy for maximum impact.
Table Of Contents:
What Is The Calculation To Measure The Engagement Rate On Twitter?
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What Does A Good Twitter Engagement Rate Tell You?
Be it any social media platform, a good engagement rate depicts the potential reach of your brand or profile and how many people are commenting, liking, and interacting with your content. While follower growth matters, it won't yield results if your audience doesn’t interact and engage with the content you post.
And now, talking about Twitter, analyzing your tweets' shares, comments, likes, and retweets helps you understand your content's popularity on the platform. It gives you a better idea of whether your target audience is resonating with what you are tweeting. A high engagement rate on Twitter helps you strengthen your presence and attract more profile visitors.
Follow the below-mentioned steps to see the engagement for a particular tweet:
Step 1: Go to your profile and click on the tweet whose engagement you wish to see.
Step 2: Click the View Tweet analytics option below the tweet.
Step 3: Check out the new window showing:
- Detail expands (click on the tweet to view more details)
- New followers
- Profile visits
Why Is Twitter Engagement Rate Essential?
Twitter engagement rate lets you go beyond the number of followers and consider other fundamental factors of engagement like content acceptance and relatability.
This metric helps you understand the value of posting relevant and relatable tweets and position yourself better on Twitter. Most importantly, the engagement rate greatly influences the Twitter algorithm, as the algorithm favors only those tweets on other users' feeds that have a high engagement.
Engagement rates have gained momentum in influencer marketing nowadays. It allows the brands to check the influencer’s tweet performances, measure its success, and analyze their audience engagement before deciding to collaborate with them.
What Can Be Considered A Good Engagement Rate On Twitter?
As per Adobe Express, having a Twitter engagement rate of 0.5% is considered outstanding for brand engagement. It will mean that your tweets have a good acceptance rate among your followers.
Smaller businesses should aim for an engagement rate that’s more higher than 1% with an engaged following.
However, this percentage varies according to different social media platforms. For example, industry experts say that Facebook has a higher engagement rate (1% to 2%) than Twitter.
Here’s a comprehensive list of the good engagement rate ranges for Twitter industry-wise:
- Overall median engagement rate across industries: 0.037%
- Higher education Twitter median engagement rate: 0.071%
- Food and beverage Twitter median engagement rate: 0.040%
- Financial services median engagement rate: 0.040%
What Is The Calculation To Measure The Engagement Rate On Twitter?
Twitter engagement rate is calculated as the sum of (Likes + Replies + Retweets + Video Engagements + Video Views + URL Clicks + Hashtag Clicks + Detail Expands + User Profile Clicks) divided by Impressions for a tweet.
Instead of calculating your Twitter engagement rate manually, you can take the help of native Twitter Analytics or social media monitoring tools like Statusbrew to make the process smoother and hassle-free.
Tracking Engagement With Twitter Analytics
Twitter Analytics dashboard helps you gauge your tweet performance and profile growth for a selected period of time.
Follow these steps to access your Twitter Analytics dashboard:
Step 1: From your Twitter homepage, click on More from the left menu
Step 2: Go to Creator Studio
Step 3: Click Analytics from the menu that opens up
The page will show the 28-day summary of
- Tweet impressions
- Profile visits
Additional insights for the month include on the right side:
- Number of tweets sent
- Twitter profile visits
- Mentions your account received
- New followers gained
- Tweet impressions
The Tweet activity dashboard gives insight into your tweet’s performance over a specific time and shows a breakdown of impressions day by day over the last 28 days.
To access the Tweet activity dashboard click "Tweet" from the panel bar of your Twitter Analytics home page.
On the right side of the Tweet activity dashboard, you will find the graph of the following metric under the section of Engagements showing 28 days of data with daily frequency:
- Engagement rate (in percentage)
- Link clicks
- Retweets without comments
This section will consist of Twitter insights, such as impressions, engagements, and engagement rates for each tweet.
If you want to monitor the engagement rate for a particular tweet, click on the tweet from the Tweet activity dashboard. A new window will open showing the Impressions, Total engagements, and Detail expands.
Tracking Engagement With Statusbrew
Statusbrew is a social media management tool that helps to boost your Twitter marketing efforts with its features, such as scheduling, social listening, engagement tracking, and in-depth analytics.
To visualize success, Statusbrew Reports Lab gives in-depth insights into your Twitter account activities and content performance.
Statusbrew Twitter Report gives cumulative analytics of multiple Twitter profiles in one dashboard. You can customize your reports to measure the data in the way you want. You can even export each widget and share dynamic report links with your team and clients for future reference.
Statusbrew even helps to analyze the sentiment (positive, negative, or neutral) of all Twitter incoming conversations.
With features such as social listening, you can effectively track and analyze your brand mentions, monitor industry keywords, and even conduct competitor analysis.
Twitter Engagement Metrics You Can Monitor With Statusbrew
With Statusbrew, you can get your hands on metrics like:
- Brand Keyword Conversation Total: The total number of conversations received for your target keyword
- Conversation Close Time (seconds): Time taken (in seconds) to close conversations
- Conversation Total Replies: Total conversations replied to
- Conversation Reply Time (seconds): Time taken (in seconds) to reply to a conversation
- Conversation Total: The total number of new conversations started on a specific date, including direct messages, comments on posts, and ratings on your business.
- Inbound Messages: The total number of new conversations started by customers through direct messages, comments on posts, or ratings on your business on a specific date.
- Inbound Messages: Total total number of incoming conversations
- Comments Total (Sent and Received): The total number of comments received and sent
- Messages Total (Sent and Received): The total number of private messages received and sent
Overall, Statusbrew's robust suite of Twitter features provides marketers and businesses with a comprehensive view of their Twitter presence, enabling them to make data-driven decisions and improve their Twitter marketing strategy.
Take a 14-day free trial starting using the features now!
Twitter engagement rates help marketers gain valuable insights into audience response to their content and make data-driven decisions to improve their marketing strategy. Tracking your tweet performance and adjusting strategies will help you level up your Twitter game.
While Twitter Analytics is an excellent place to accumulate data regarding engagement rate, Statusbrew offers you deeper insights into your Twitter presence. With Statusbrew, go beyond your feed with social listening, analyze your brand mentions, keep a check on your industry keywords, and spy on your competitors.
Book a free demo to experience these features live in action!
Statusbrew is an all-in-one social media management tool that supports Facebook, Instagram, WhatsApp, Twitter, LinkedIn, YouTube, and even Google My Business.
FAQs (Frequently Asked Questions)
What does a low Twitter engagement rate indicate?
Your Twitter account suffers from a low engagement rate mainly for 3 reasons:
- Lack of consistency on the platform to tweet regularly.
- Your tweets are not relevant to your followers.
- Your account has a lot of fake followers.
What are the ways of increasing the engagement rate on Twitter?
To increase your Twitter engagement rate, focus on gathering more organic followers rather than purchasing them. Be active on Twitter and maintain a posting schedule to remain visible in your community. Research the recent Twitter trends and create tweets or present them in form of Twitter threads for better engagement.
How to increase Twitter engagement rates with Twitter audits?
A Twitter audit is a must-have if you want to do a complete analysis of your Twitter profile and analyze your tweet engagement and follower growth. Regularly auditing your account will help you map the plans for increasing your followers and engagement and maximizing the impact of your Twitter presence.
Which are the important Twitter metrics to track apart from Twitter engagement rate?
Apart from Twitter engagement rate, you should track other important metrics to analyze your profile growth and performance over a period of time. These metrics include:
- Cost Per Result(CPR)
- Link Clicks
- Profile Clicks
- Social media reach
- Video activity
- Hashtag performance
What are the best tools to track Twitter engagement rates?
Some of the industry-best tools to track Twitter engagement rate are: