You can measure the performance of your Twitter video posts to understand their impact on your campaign. Twitter Analytics provides metrics that show your video performance and allows you to create videos that resonate with your audience. Read on to learn all about Twitter video analytics.

The Importance of Video in Twitter Campaigns

Video is one of the best ways to reach your Twitter audience. Videos create long-lasting memories and attract higher engagement, leading to new opportunities for your brand. More benefits of using video in Twitter campaigns include:

Videos are sharable

Videos spread more than other tweets because they encourage engagement and they’re shared more than tweets with photos or GIFs. Adding video to your content increases your chances of going, viral and becoming more popular.

Videos spark conversations

Videos are more likely to spark conversations among your audience. They also allow you to present your content in more creative and fun ways, enabling people to interact with them. The conversations allow you to connect with your audience and bring more understanding about your brand. It’s also a great way to encourage your followers to share your content with their followers.

Video lets you go live on Twitter

Streaming live on Twitter allows you to create new opportunities for your brand as a storyteller. In addition, you can have live conversations with your audience by streaming key moments or events.

Twitter videos allow more versatility

Mobile videos offer more versatility to your campaign because they allow you to give more detailed messages than GIFs or images. Most people also like watching videos more than reading tweets.

Why You Should Use Video Analytics on Twitter

Twitter video analytics are critical for understanding your campaign performance. The analytics offer you data and other information that let you make the necessary improvements to your video content. Here are other reasons to use video analytics:

Understand your audience

Analytics help you understand your audience based on the performance of the videos. You will find your audience’s unique interests based on the type of videos they will engage most in their watching time, and their preferred device. The information gathered helps you create targeted videos based on your audience’s interests.

Know which videos are working

Video analytics lets you know which videos get the most engagement. Twitter video engagement includes the number of views, clicks, shares, likes, and others. When you know which videos generate more engagement over time, you can create your videos accordingly and develop a stronger connection with your audience.

Understand when to post videos

Certain times and days bring more video engagement than others, so you should try several different times and days to determine when your videos get the most engagement. Video analytics provides insights on the best time to post your videos to get more engagement. However, you should post videos in a way that your audience is accustomed to their frequency.

How to Access Twitter Video Analytics

The Twitter Analytics dashboard has a video button that allows you to track the performance of published videos. To access Twitter video analytics, follow these steps:
Turn on general analytics by logging in to Twitter Analytics
Click the “More” tab, then “Videos” to see the metrics for your video performance.

Metrics Provided by Twitter Video Analytics

Twitter video analytics provides several metrics that help you measure your videos’ contribution to your campaign. The metrics show how your audience interacts with your videos and their responses. Below are some of the metrics you will find.

Views and reach

Video views provide insights into the performance of your videos. Twitter video views show the number of users who have seen your video when uploaded.
However, anything viewed for 2 or more seconds is counted as a video view in Twitter Analytics. And if one person views your video 5 times, your video is counted as having 5 views.
Your video reach displays the number of unique users who have viewed your video. It shows how far your video has traveled online. If one person views your video 5 times, then it’s counted as having a reach of one.

Impressions

Impressions refer to the number of times your video appears on people’s screens, not the number of individuals who see the video. For example, if one user sees your video once, that is counted as 1 impression. However, if the same user sees the video 6 times, that is 6 impressions.
Impressions give you an idea of your video presence because the more impressions you have, the more people are likely to see your video. It’s important to note that every impression doesn’t convert into a video view because a video simply showing up on the feed doesn’t translate to viewing.
Twitter impressions also offer clues on your video’s effectiveness. For example, with many impressions but no clicks, it shows you aren’t reaching the right audience on Twitter, or your videos may not be appealing enough.

Minutes Viewed

This metric lets you see the total number of minutes other people have spent viewing your video. While video views provide data on the number of people who viewed your video for two seconds or more, the minute viewed metrics is more detailed as to how many of your videos have been viewed and the viewing time of each.

Retention Rate

Retention rate is the duration in minutes or seconds a person watches your video. It shows the part of a video your audience watches and then stops. This helps you measure the effectiveness and relevance of your video content.
If users only view your video for a few seconds, it indicates they aren’t interested in the content. Unlike the completion rate, retention rate metrics show the drop-off points more accurately when users stop to watch your videos.

Engagement

Engagement metrics measure all the actions that people take on your Twitter videos.Engagement includes several actions, such as likes, clicks, replies, comments, and other interactions. Any type of engagement gives some insights about your video. For example, likes indicate that someone appreciates your video content, while clicks give you an idea of your video’s relevance.
If your videos get less engagement, you may need to rethink your video strategy or content. It’s also good to note your audience’s feedback to know what they expect. To boost engagement, look at the target groups that viewed and reacted more to your video so that you can target them.

CTA Clicks

After publishing a video, Twitter offers an option to add a Call To Action. If you use this feature, you should track it to know the number of people taking your desired action after watching the video.
The metric displays the number of clicks on the button, and your goal is to get as many clicks as possible. More clicks lead to a higher conversion rate, as people are directed to your website to learn more about your services, products, or business. A high number of clicks also indicates that your video resonates with most of your audience.

How to Interpret Twitter Video Analytics

Twitter video analytics provides data that gives insights into your videos’ performance and presence. Analyzing the various metrics will provide insights to guide your Twitter video strategy.

Calculating and Understanding Engagement Rate

Your Twitter video engagement rate refers to the number of engagements per video divided by the number of impressions. It is the percentage of users who interacted with your video out of the number who viewed it.
It’s possible to determine your followers’ interests based on your video engagement rate per video type. You can also figure out how your followers interact with different types of videos by calculating the engagement rate by engagement type.

Analyzing Audience Drop-off Points

The video retention metric is similar to the completion rate but measures the drop-off points more accurately when people stop watching your videos. Understanding the drop-off point is important to know why your audience stops watching the videos before completion.
For example, you may find that your audience stops watching the video in the middle because of what you do in your video. When you analyze the drop-off points, you can determine why your audience stops watching the video before it’s complete and adjust accordingly.

Identifying Viral Videos

Twitter video analytics displays viral videos depending on their engagement, CTA clicks, views, and reach. Knowing the viral videos lets you see the content or subject that resonates with your audience.
For example, you may realize that your audience likes videos with a sense of humor. You can then compare the top-performing videos to see what they share in common, and also find out the times or the days when your videos receive a lot of engagement. Using these insights can improve your Twitter video strategy.

Identifying Optimal Video Length

The length of your video determines whether your audience watches it to completion. It’s important to identify the optimal video length to increase completion rates and engagement.
A video can be as long as 2 minutes, but the recommended time is 20 to 45 seconds. Use video analytics to identify your best-performing videos and their length to create more videos with the same length to get more engagement.

Conclusion: Put Twitter Video Analytics to Use With a Powerful Twitter Tool

Twitter video analytics provides in-depth insights into your videos’ performance. There are other Twitter tools providing metrics to measure your performance and help you improve your Twitter video strategy.
SocialDogis a top Twitter tool with a media analytics feature that lets you analyze the engagement of tweets containing videos. The tool makes it easy to measure your video performance through metrics such as engagement, likes, comments, replies, clicks, and others. It allows you to check your video performance by time of the day and day of the week.
With SocialDog, you can schedule tweets containing videos to be posted at certain times of the day. All you need is to create the tweets in the order you would like them posted at the scheduled times to get more engagements.
SocialDog has 3 plans:
Lite+: $9/month
Pro: $49/month
Business: $99/month
Sign up for the 7-day free trial to try all the features.