What is a good Twitter impression rate?

The equation

The process of defining what a good engagement rate is can be difficult, and in our blog post How To Measure An Influencer’s Engagement Rate our technical team delves right into the details. But here is a more simplified breakdown of the process.

To calculate an engagement rate, we total the engagements (likes + comments + retweets etc) across all of the influencers posts on a particular profile (e.g. Instagram profile) then divide by the total number of followers and divide that by the number of posts (to get the per post average).

Once we have our percentage, we can start to analyse and understand what this number is telling us about an influencers’ engagement rate on each social platform. While an influencer may perform well on Twitter, their engagement rates may not be as strong on Instagram, which is why it is so important to have this information when searching for and comparing potential influencers.

Making sense of the numbers

At Scrunch want to make the process of finding the right influencer for your campaign as easy as possible, so we’ve done all the hard work for you. We’ve (s)crunched the numbers and calculated the engagement rate of each influencer’s Twitter profile on our Scrunch database, assigning their profile one of the following convenient tags: low, good, high, very high. With these tags, you can now easily search for and compare influencers based on their engagement rates on each social platform, deciphering which ones they perform best on.

Now let’s look at what a good engagement rate on Twitter is, exactly

Based on our analysis of millions of datapoints, we’ve defined the following engagement rate ranges for Twitter:

• An engagement rate between 0% and 0.02% is considered to be low. An influencer with a low engagement rate on Twitter could expect between 0 -0.2 reactions for every 1000 followers.

• Engagement rates between 0.02% and 0.09% are considered to be good. An influencer with a good engagement rate on Twitter could expect between 0.2 - 0.9 reactions for every 1000 followers.

• An engagement rate between 0.09% and 0.33% is considered to be high, where an influencer would expect 0.9 - 3.3 reactions for every 1000 followers onTwitter.

• Finally, an engagement rate between 0.33% and 1% is considered to be very high, with expected reactions to be between 3.3 - 10 for every 1000 Twitter followers.

Now that you know what a good engagement rate is on Twitter, Scrunch can help you find the information you need for your next influencer marketing campaign. If you haven't already, check out our recent blog post What is a Good Engagement Rate on Instagram.

Finding the Value in Twitter Impressions https://i0.wp.com/theraveagency.com/wp-content/uploads/2020/01/Twitter-Impressions-scaled.jpg?fit=2048%2C1152&ssl=1 2048 1152 Morgan Lawrence Morgan Lawrence https://secure.gravatar.com/avatar/2e9f0013db93df5deb6d987b44f5a383?s=96&d=mm&r=g January 17, 2020 January 17, 2020

Twitter, unlike other social media platforms, is known for its transparency in providing metrics, for both personal users and corporate ad users. Founded in 2014, Twitter Analytics has continued to roll out massive upgrades to its analytics capabilities. 

The Twitter Analytics homepage, accessible on desktop, allows users to track both paid and organic activity — including the number of tweets, profile visits, new followers, impressions and mentions.

With organic Twitter content, the most important metric to consider is impressions. An impression represents how far a tweet has gone. It’s the number of times the tweet has appeared on a timeline (this includes appearances on a follower’s timeline, within Twitter’s search platform, or on followers of followers’ timelines) as the tweet continues to be liked and shared.

More simply put, if your tweet has 1,000 impressions, it has been seen 1,000 times.

You can increase your impressions and engagement through organic content-sharing strategies, such as posting online polls or answering questions in social posts or sharing out a variety of other content. If you’re looking to diversify your Twitter feed, consider using the 80/20 rule. The 80/20 rule means that 80% of your content is not branded. This content can be educational and informative, but the purpose is to avoid promoting your brand. The remaining 20% can be brand-focused, with product- or company-related information. 

If you’re tweeting about a trending topic, especially if you’re incorporating a hashtag, you’ll likely notice a jump in your impressions. If an influencer engages in your tweet, you’ll also notice a spike in impressions.

Say you’ve made a massive announcement via Twitter and you notice your tweet has 14,000 impressions. Great! But what is the value of the post based on that figure? According to Twitter, the current CPM (cost per impression) is, on average, $3.50. This means, if you were to launch an ad through Twitter to gain impressions and your goal is to reach 1,000 impressions, you’d be spending $3,500. Your tweet, the one with 14,000 impressions, now has a value of $49,000.

At the end of the day, your impressions give you a key insight into what your followers enjoy seeing from you. Use the data from Twitter Analytics to figure out what your followers like to see, and continue posting similar, relevant content.

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