Dados de Twitter analytics para impulsionar teus tweets e conquistar vantagem competitiva

X (Twitter) analytics involves collecting and analyzing data from your X account to assess and optimize your strategy and presence on the platform.

You can pull various metrics from your Twitter data, but they broadly fall into three categories:

• Audience: e.g. follower growth, demographics and active times.
• Content: e.g. Tweet impressions, video views, engagements, engagement rates and link clicks.
• Campaign performance: e.g. cost per engagement, conversion rates, and return on ad spend (ROAS).

You can either monitor your Twitter activity using native Twitter analytics (but be warned: this is only available with a paid X premium plan) or with a third-party tool, like Socialinsider.

Effectively tracking and interpreting your analytics data is crucial to any successful Twitter marketing strategy. Twitter insights will help you:

• Run a Twitter audit: with a comprehensive overview of all your Twitter activity, you can quickly identify what is and isn’t working—without wasting time or budget on tactics that aren’t serving your business objectives.
• Measure content performance: by understanding which content gets the most views, impressions, likes, replies or retweets, you can tailor future posts to boost performance.
• Analyze profile growth: tracking your profile visits and followers will reveal whether your content is driving tangible page growth.
• Identify trends: across your audience, industry and the platform at large—so you can keep up with the fast-paced conversations Twitter is famous for.
• Export data for reporting and measuring ROI: keep a close eye on how spend and resource is translating to ROI. Export data from Twitter analytics to create clear, actionable reports for you and company stakeholders.

Se você usa mídia social na sua estratégia de marketing, precisa se familiarizar muito com social media analytics. Isso é ainda mais importante no Twitter.

Primeiro, a própria natureza do Twitter pode parecer um pouco avassaladora. Com mais de 300 milhões de usuários, um grande volume de Tweets e conversas acontecendo em velocidade impressionante, é comum questionar se realmente dá para se destacar na plataforma.

Além disso, o Twitter passou por mudanças enormes desde que foi adquirido por Elon Musk em 2022 — não só a mudança do nome para X:

• Funcionalidades e recursos – Musk já afirmou que enxerga o X como um “super app”. Novas funções e recursos são constantemente adicionados à plataforma, incluindo compras, contas X Premium e compartilhamento de receita de anúncios.
• Conteúdo mais diverso – Antes conhecido pelos Tweets rápidos de 140 caracteres, o X aumentou o limite de caracteres para que usuários pagantes possam publicar atualizações de texto mais longas e conteúdo multimídia.
• Crescimento de audiência – No geral, o X perdeu cerca de 32,7 milhões de usuários após a aquisição. Mas se analisarmos os dados demográficos, veremos que o número de usuários da Geração Z cresceu (45% da Geração Z usa o X).

Brands have historically used Twitter to have fun and communicate in real-time with their audience (think fast food brands like KFC or Wendy’s). However, all this change might leave you questioning whether X is still worth investing in.

That’s why Twitter analytics are more important than ever—they’ll help you answer that question. You’ll be able to:

• Gather competitive intel - monitor other Twitter profiles and Twitter activity in your industry to find your competitive edge: are other brands in your niche having success? What are the most important topics of conversation? Is your category saturated, or are there gaps you can fill? All of this will tell you whether it’s worth maintaining a presence on X in the first place.
• Deliver a better customer experience - every good marketing strategy starts with understanding your audience. Your Twitter follower analytics will show you the demographics you’re attracting (or want to attract), so you can weave their needs and preferences into every Tweet and campaign. And it’s not just about content—remember that X is a key channel for real-time customer support, too.
• Understand trends and patterns - Twitter is not only extremely trend-driven, but also extremely fast. With discussions around news or events happening in real-time, analytics help you monitor emerging conversations, track seasonal patterns and delve into audience behavior, so you can stay relevant, adapt and capitalize on important moments for your brand.
• Identify the best content - Tweets remain capped at 280 characters for non-paying users, but paying users can post up to 4,000 characters. Still, old habits die hard: the average Tweet is between 240 and 259 characters, and it’s recommended to post 5-10 times a day. Given the limited space and high posting frequency, you’ll need resource, sharp messaging and a distinctive brand voice to succeed. Tracking your Twitter efforts will help you identify top-performing posts and formats (e.g. video vs. text), optimize your content production, and improve performance.
• Get X (Twitter) influencers and advocates - on the subject of boosting visibility, increasing engagement, and building trust with your audience, partnering with X influencers and advocates can be a game-changer. Twitter analytics will help you pick out followers who engage frequently with your brand, and spot popular thought leaders and creators in your niche. Whether you run giveaways, host AMAs or collaborate on promoted tweets, you can then use analytics to report on the success of the partnership.

Agora que você entende por que é tão importante ter Twitter analytics robusto, talvez esteja se perguntando como visualizar suas analytics no Twitter.

Primeiro, lembre-se: o analytics nativo do Twitter só está disponível com uma assinatura paga do X Premium. Se você tem uma conta gratuita ou a assinatura Básica do X, não conseguirá acessar o painel de analytics dentro do aplicativo.

A boa notícia é que você pode usar uma ferramenta terceirizada, como Socialinsider, para realizar análises avançadas sem pagar pelo X.

Confira um guia rápido sobre como acessar o Twitter analytics no X pelo celular, computador e usando o Socialinsider.

Como ver o analytics do X (Twitter) no celular

1. Abra o app do X (Twitter) e faça login na sua conta.
2. Toque na sua foto de perfil para acessar sua página.
3. Encontre o tweet específico que deseja analisar.
4. Toque no ícone "•••" (Mais) abaixo do tweet e selecione "Ver Tweet Analytics" para conferir dados detalhados de engajamento, como impressões, curtidas e retweets.

A versão mobile do analytics do X (Twitter) é ótima para conferir rapidamente o desempenho dos tweets. Mas, para acessar todos os dados da conta, use a versão para desktop.

Como ver o analytics do X (Twitter) no computador

1. Acesse X.com ou twitter.com e faça login na sua conta.
2. Clique em “Mais e Creator Studio” no menu à esquerda para encontrar o painel do X Analytics.
3. Você poderá ver um panorama da performance da sua conta, incluindo:
• Resumo de 28 dias de impressões, visitas ao perfil, menções e seguidores
• Destaques como tweets de maior destaque, principais menções e seguidores
• Atividade de tweets e vídeos: métricas detalhadas de conteúdo como impressões, visualizações e engajamento
• Acompanhamento de conversão para campanhas de anúncios

Também dá para explorar dados demográficos da audiência (idade, localização, horários ativos) e tendências de conteúdo ao longo do tempo.

Como ver o analytics do X (Twitter) com o Socialinsider

Além do painel nativo, ferramentas como o Socialinsider oferecem insights mais poderosos para turbinar sua estratégia no X.

Se você quer entender analytics de longo prazo, acompanhar KPIs relevantes em painéis de Twitter analytics, acessar dados competitivos, benchmarks do setor e automatizar relatórios—tudo sem pagar pelo X—vale a pena experimentar.

Veja como acessar o analytics do Twitter com Socialinsider:

1. Crie ou acesse sua conta Socialinsider.
2. Crie um novo projeto ou vá até um projeto existente. Clique em “Conectar contas sociais”.
3. Conecte sua conta do X (Twitter) e selecione a(s) página(s) que deseja adicionar.
4. No painel, você pode selecionar a plataforma e a página que quer analisar.
5. Aqui, acesse diversos recursos avançados—das ferramentas de análise de concorrentes do Twitter até dados históricos das analytics dos seus tweets.

Not only is X a very unique social media platform, but it’s also been through some pretty big changes. So you can’t simply copy and paste your reporting strategy from Instagram or Tik Tok—you need to have a solid understanding of which Twitter analytics metrics to track.

But before you start tracking, get clear on your goals first. Your KPIs will depend on your business objectives, but X tends to be best for:

• Growing your audience and increasing brand awareness
• Boosting engagement and nurturing a community
• Driving website traffic
• Direct sales
• Thought leadership
• Customer research and social listening

Broadly speaking, the most important metrics to track are overview metrics, audience metrics and content metrics. Let’s break down each area and understand how each metric feeds into the bigger picture.

Overview metrics

X’s fast pace means you do need to track performance in real-time. This is where overview metrics come in, as they allow you to check all your KPIs at-a-glance.

From this high-level summary of your Twitter account analytics, you can determine the overaleffectiveness of your strategy and quickly spot patterns in performance.

Overview metrics include:

Impressions (track with Socialinsider) - the total number of times your tweet has been seen, which includes multiple views from the same user. Tracking impressions helps you gauge your content reach and brand visibility on X.

Engagement (track with Socialinsider) - the total number of interactions on a tweet, including likes, replies, retweets and clicks on links, hashtags or media. This lets you know if your content is resonating with your audience. Also, high engagement drives visibility in the X algorithm.

Engagement rate (track with Socialinsider) - the percentage of users who have interacted with a Tweet, out of the total users who saw it. You can calculate this by adding up the total engagements on a Tweet, dividing this number by either Tweet impressions OR your total followers, then multiplying by 100 to get a percentage. As fluctuations in visibility may be out of your control (for example, if there is an algorithm update), engagement rate is a useful way to measure the quality of engagement, not just the quantity.

Profile visits (track in the native app) - how many times users click through to your profile. Monitoring profile visits is a useful way to measure how your content is driving interest in your brand, and if people are actively searching for your account. Essentially, do people want to learn more about you?

New followers (track with Socialinsider) - how many new followers you’ve gained over a specific time period. This shows you whether your content and campaigns are driving audience growth. If you’re gaining followers, it indicates that people are interested in building an ongoing relationship with your brand—perhaps they liked a Tweet, and now they want to see what you post next.

Replies (track with Socialinsider) - the number of direct responses to your tweet. Replies signal that your content is driving conversation—which is, after all, the real purpose of Twitter. They’re useful for increasing engagement (as the X algorithm will prioritize content with lots of buzz) and nurturing your community (for example, fostering connection or gathering feedback).

Likes (track with Socialinsider) - the number of likes a Tweet gets. Likes are the easiest way for your audience to interact with your content, making them a quick indicator of whether your content is getting the seal of approval.

Reposts (track with Socialinsider) - the number of times your tweet is reposted or “retweeted”. If someone retweets you, it means they identify with your content and think it’s valuable enough to share with their followers. So by designing your content to be shareable, you can amplify it to a broader audience.

Bookmarks (track in the native app) - how many times users have saved your tweets. Again, bookmarks are a really important value-based metric—even if people don’t publicly interact with your content, saves show that they found it interesting and relevant enough to revisit at a later date.

Shares (track with Socialinsider) - the number of times your content has been shared, both on and off X. This includes reposts or retweets, but also external shares outside of X (for example, via WhatsApp or email). This lets you see how far your message is spreading beyond your immediate audience.

Quotes (track with Socialinsider) - the number of times your tweet is reposted with additional commentary. When users quote your tweet, they are engaging more deeply with your content by sharing their own ideas or hot takes. In other words, your content is not only interesting or valuable, but also thought-provoking.

Follower growth (track with Socialinsider) - the rate at which your total followers are increasing or decreasing over time. It’s essential to analyze your Twitter followers to understand the overall health of your X presence and track the long-term impact of your content.

Audience metrics

Ultimately, your X strategy—from the type of content you create, to the KPIs you track—is going to depend on your unique audience. Do they prefer videos or article links? Are they entertained or baffled by memes? When are they most likely to see your content? Tracking audience metrics can help you answer all of this and more.

Age (track in the native app) - the dominant age brackets of your followers. If you know the age demographics you’re speaking to, you can make sure this aligns with your business’s target audience, tailor your content to better fit their interests and preferences, and refine your messaging so it lands with the right groups.

Gender (track in the native app) - the gender breakdown of your followers. Again, this helps you assess whether your strategy is on track—whether you’re aiming for balanced representation or targeting a specific gender—and optimize your content and advertising efforts accordingly.

Active times (track in the native app) - peak times of the day or week when your audience is most active on X. Because Tweets are more ephemeral than other types of social media content, you want to post when your followers are online—having this data helps you align your schedule.

Country (track in the native app) - the main geographic locations of your followers. Knowing where your followers are based is essential for ad targeting, but also for being sensitive to cultural preferences, and tailoring content or campaigns for a global vs. local audience.

Content metrics

For some businesses, it’s enough to use X for social listening or customer support. But if you want to build a presence that could genuinely impact your bottom line, you need to invest in content. And if you’re going to invest in content, you’re going to need to understand content metrics.

Here are the metrics you need to track to develop a winning content strategy on X:

AI Content Pillars (track with Socialinsider) - using AI, Socialinsider can identify key themes or categories to build your content around. These are what we call “content pillars”. They help you focus and organize your content creation efforts, so you can invest in posts that resonate most with your audience. In Socialinsider, you can see both the volume of content and the engagement rates in different categories.

Engagement for each content pillar (track with Socialinsider) - this measures how well different content pillars perform by tracking likes, replies, retweets, quotes, shares, clicks, etc. By identifying themes that generate the most interactions, you can feel more confident ideating and creating future content.

Impressions on a post level (track with Socialinsider) - the number of times an individual post has been displayed in users’ feeds. Comparing impressions across analytics for individual tweets will show you what specifically drives reach for your page (messaging, post type, paid promotions, etc.).

Likes on a post level (track with Socialinsider) - the number of likes on an individual post. This gives you a clear indication of which content lands well with your audience.

Replies on a post level (track with Socialinsider) - the number of direct responses or comments on an individual post. This will reveal what kind of content drives deeper engagement by sparking conversations.

Reposts on a post level (track with Socialinsider) - the number of times a post has been reposted or retweeted—in other words, how shareable your content is. By monitoring this over time, you should get an idea of what exactly prompts people to share.

Engagement rate on a post level (track with Socialinsider) - the percentage of people who engaged with an individual post out of the people who saw it (impressions or followers). This is helpful for clarifying your top-performing posts. For instance, if two posts have the same engagement but different impressions, the one with the higher engagement rate stands out.

Post types by engagement (track with Socialinsider) - a breakdown of engagement based on the type of content: links, text posts, photos, animated GIFs or videos. Really handy for easily identifying which formats perform best—so you can create more of what truly engages your audiences.

Top posts by engagement (track with Socialinsider) - a leaderboard of posts with the highest levels of engagement. Ranking post performance will help you replicate and refine successful tactics or content types, so you can keep on hitting new highs of engagement.

Bottom posts by engagement (track with Socialinsider) - the posts with the lowest levels of engagement. This is just as important as tracking top-performers, so you can learn what to stop doing and avoid wasting time, resource or budget on content that doesn’t drive meaningful results.

Criar relatórios detalhados de análises do X (Twitter) é útil para ti, a tua equipa e para os stakeholders da empresa. Eles vão te ajudar a:

• Acompanhar a performance e garantir que as tuas postagens e ações estejam atingindo os KPIs
• Identificar padrões e tendências para aprimorar o teu trabalho de criação de conteúdo
• Obter informações valiosas sobre o teu público e concorrentes
• Comunicar como o teu marketing no Twitter apoia os objetivos mais amplos do negócio

Tu podes criar relatórios do Twitter em vários formatos seguindo os passos abaixo.

Com a Socialinsider, exporta qualquer dado que vês no teu dashboard. Seja uma visão geral do perfil ou os posts com melhor performance, fica de olho no botão "Download" no canto superior direito.

Ao clicar, abre-se um menu suspenso com diferentes formatos. Seleciona CSV para exportar os teus dados, que depois podes importar para o Microsoft Excel ou Google Sheets (observa que só alguns relatórios podem ser exportados como CSV).

Para exportar os teus dados do Socialinsider em relatórios PPT, PDF ou Excel, basta seguir os mesmos passos acima e escolher outro formato no menu.

Também dá para automatizar os relatórios e receber os teus favoritos direto na tua caixa de entrada. Vai até a seção "Autoreports" na barra lateral esquerda e começa a agendar.

Se trabalhas com muitos dados (por exemplo, em vários perfis, canais ou marcas), pode ser interessante usar o Looker studio do Google (antigo Google Data Studio). O Looker é uma plataforma de visualização de dados que te ajuda a apresentar e analisar teus dados do Twitter em um dashboard de marketing mais amplo e sofisticado.

Para importar os dados da Socialinsider, entra em Google Looker, vai em “Data sources” e conecta a Socialinsider.

A tua conta no Twitter pode fornecer muitos dados, mas focar apenas nas tuas próprias métricas não garante sucesso em mídias sociais. Para realmente elevar tua estratégia de marketing no Twitter, olha para fora e faz análises regulares da concorrência e benchmarking para entender o que os rivais e líderes do setor estão fazendo (ou deixando de fazer). Isso vai te ajudar a:

• Entender como estás performando em comparação com os concorrentes
• Definir KPIs e objetivos realistas
• Acompanhar conversas e tendências do teu nicho
• Replicar estratégias de sucesso — ou aproveitar oportunidades que ninguém percebeu

Com Socialinsider, é fácil analisar o Twitter Analytics de outra conta usando as ferramentas de análise de concorrentes. Para cada perfil do Twitter, tu podes acompanhar:

• Quais temas mais envolvem a tua audiência? - Destaca tópicos-chave que geram engajamento para concorrentes. Assim, tu te inspiras para novas postagens.
• Como os posts performam ao longo do tempo? - Acompanha e compara a performance de posts do teu perfil e dos concorrentes. Identifica padrões e entende picos e quedas, por exemplo, se uma atualização do algoritmo está afetando as impressões de todos.
• Crescimento de seguidores - Monitora o número de seguidores e as taxas de crescimento dos teus concorrentes para saber a velocidade de expansão do público deles comparado ao teu. A partir daí, tenta identificar os gatilhos que impulsionam o crescimento. Descobre como eles atraem (ou perdem) seguidores e ajusta tua estratégia.
• Pilares de conteúdo com IA - A análise com IA do Socialinsider agrupa os posts dos concorrentes em pilares específicos, como posts educativos ou notícias de entretenimento. Descobrindo o que gera engajamento para concorrentes ou marcas que tu admiras, tu podes decifrar a estratégia deles e aprimorar teu mix de conteúdo.

Analisando todas essas métricas competitivas, tu avalias com precisão o que funciona ou não no teu nicho. Assim, toma decisões baseadas em dados e supera teus rivais.

Os analytics do X (antigo Twitter) costumavam ser gratuitos para todos na plataforma. Com as mudanças recentes, a página nativa de analytics do Twitter agora está disponível apenas para quem tem assinatura Premium. Se quer saber como ver os analytics do Twitter atualmente, tens duas opções:

a) Faz upgrade para um plano pago no X (Premium ou Premium+)

b) Cria uma conta numa ferramenta de analytics de terceiros, como a Socialinsider

O X Analytics agora está disponível apenas para assinantes, ou seja, é preciso uma assinatura Premium para acessar os dados de performance. Ou, se preferir, obtenha relatórios avançados e insights com uma ferramenta de terceiros como Socialinsider, sem precisar atualizar para um plano pago do X.

Se você não consegue ver os analytics dos seus tweets, verifique qual tipo de plano X você tem. Se for o gratuito ou Basic, você não terá mais acesso aos analytics do X. Faça upgrade para a assinatura Premium ou use uma ferramenta de terceiros como o Socialinsider.

As análises de postagens ainda estão disponíveis, mas apenas para usuários Premium. Se você não está mais vendo, é porque o X restringiu o acesso às análises sem um plano pago. Como alternativa, use plataformas de analytics de terceiros como o Socialinsider para obter analytics avançados do Twitter, sem precisar fazer upgrade.