Twitter Inc (NYSE: TWTR) has recently announced the launch of its first new insights tool for its publishers. Called as “Timing is Everything” it is a curative Publisher Insights tool that would dwell in Twitter’s Media Studio. It is reported that this tool has the core functionality of proving publishers the more actionable data to enhance their performance on Twitter.
Twitter’s team had been ardently working for months together over developing a series of insights tools and this being the first one along the rail for release.
The Insights tool “Timing is Everything” helps publishers to know the best time to post a new video for increasing engagement, maximize conversation and double up the viewership. This is achieved by analyzing the historical data recorded previously by the tool.
Seems like a sophisticated tool right? But wait! it has its own drawbacks as well!!
“It’s important to note that the chart on the page doesn’t show when your organic followers are watching your videos; instead, in the aggregate, it shows when people on Twitter are generally watching any video on Twitter.” as stated by Ellen Fitzgerald, Project Manager at Twitter
Timing is Everything: The Drawbacks!
Like many tools that obviously fail to meet the expectations in their early stage of release, Twitter’s “Timing is Everything” also has a few challenges. The first drawback is the targeted data set; it gives the historical data of people who are watching any videos in general, not the one specific video posted by the certain publisher. Not seems cozy right?.
The next drawback is content type restriction. Timing is Everything is exclusive for videos only not for any other data content.
And the last but not least is the accessibility. The tool is available for a particular number of locations only. If the publisher is not located in the specified regions, he cannot access the engagement data of organic followers.
The most dashing fact is that the tool will forbid India – the world’s second largest country by the number of internet and social media users.
Cozy Frills of Timing is Everything
Twitter’s new tool gives the cushion to reach the followers by directly posting from the Insights page.
The tool facilitates maximum engagement timing to post the video and thereby winning the strategy. But posting throughout the day could obviously reap greater leads.
Besides, publishers can do analysis with a customized time frame of “last week”, last month” and “this month”
The strategic system of tracking the engagement is left untouched. So, as usual, it would be a 28-day summary of performance metrics and per monthly reports.
How to Get Set with Timing is Everything
Below are the steps that a publisher can follow to increase engagement over Twitter.
- First, click on the Analytics dropdown menu which is enclosed inside the Media Studio tab and select Insights.
- Secondly, get nourished with the deep insights of the graph developed by Timing is Everything to clearly know about at what time your audience is online to post your video and could reap massive success.
- Finally, do tests with Tweets, or scheduled the right time for Tweets, assess the times of day that have the maximum engagement.
The Tyranny of Twitter??
Maybe! Because, as reported, Twitter’s 50% ad revenue comes from the video ads, Timing is Everything would obviously elevate Twitter’s advertising business.
Though the shinny automation tool would benefit the publishers as well, its clear motive is to dominate its power and vigor in the glooming digital marketing industry.