Twitter has launched a new standalone analytics app called Engage to help brands and marketers boost their engagement with followers, and grow and retain a target audience. Twitter claims that the app is ideal for the group of social media users they term “popular creators.”
In an official blog post unveiling Engage, Twitter revealed that the app will work by reviewing publishers’ content, including videos, GIFs and other activity, so they can effectively track post-by-post performance. The social media giant said that this will enable brands to talk more with more depth about the relevant content they post and continue the conversation around it.
The new app features Tweet analytics to make it easier for enterprises to track engagement. For example, Engage will surface the most important @mentions from loyal fans and highlight follows, while also providing easy-to-digest stats, such as video views, Retweets and additional filters, for different time periods.
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Brands will also be able to access audience demographics and a unique feed that plays out in real time so they can get a better idea of what exactly customers and followers are Tweeting about at the current time. These features, along with the review and tracking content function, all aim to empower marketers to fully understand what is happening in their networks on a daily basis.
The arrival of a standalone analytics app is part of Twitter’s ongoing focus on building more meaningful analytics and insights for users within its native apps. Back in 2014, it rolled out an impressions dashboard for users, and it is now launching a dedicated analytics experience to serve high-profile brands, celebrity users and other popular content creators.
Engage is available to download on the iOS store in the US now, though Twitter has not yet revealed whether it plans to bring the app to more regions and operating systems in the near future. It did confirm that is hoping to integrate the service with some of its partner brands via its Vine and Nice products and that the current rollout is “only the beginning.”