Last week, Twitter launched a new, free dashboard that shows demographic information about your Twitter followers. You can see your followers’ interests, household incomes, net worth, occupations, their buying habits, education levels, and even what credit cards they have.
Having access to these insights is a great way to inform your content strategy. There are three great tricks that can guide creative and messaging, and even inform other areas of your brand’s marketing strategy.
1. Compare your follower demographics to the general Twitter population.
Add a comparison audience, and analyze “All Twitter Users” versus “Your Followers.” You’re able to see what the general Twitter population’s habits or interests are versus your brand’s, which will show you what resonates specifically with your audience. In the image below, this brand’s audience is much more interested in fast food than the average Twitter user, showing the brand that fast food is an area they can own on Twitter.
2. Look at the followers you are reaching, as well as the followers who are actually engaging with your content.
This is a great way to see the user behavior of an engaged user versus a follower that was not impacted by your brand’s content. For example, one of our brands saw that among engaged users, 90 percent were using iOs, and among the users the brand was reaching, only 32 percent were using iOs. This information shows that the brand should be targeting mobile users, or keeping them in mind when looking for engagement and participation from followers.
3. Use relevant purchase habits to inform business decisions.
The insights dashboard shows followers’ Consumer Buying Styles and Consumer Goods Purchases, which is extremely helpful for targeting both on social and in-store. For example, if your fans over-index in healthy living, it can inform the keywords you use to target them on Twitter, as well as what other brands to partner with and advertise through, or even how to set up an in-store display.
Overall, the new dashboard is very insightful and can serve different purposes for different brands. Take the time to click around and see if you can learn something helpful about your audience to inform social content strategy, creative, messaging, and targeting.