What are Twitter Impressions?

Twitter is one of the most popular social media platforms globally. The simple but effective communication tool has 3 billion account holders, 330 million monthly users and key insights from 83% of world leaders. 

Given its evident popularity from internet users, it’s no surprise many companies want to create a Twitter presence for their own social media strategies. The fast-paced nature of Twitter means brands can quickly build a strong presence on the platform and easily connect and engage with their desired audience. However, along with the large reach opportunities come various Twitter metrics brands must understand in order to improve. 

Understanding and tracking the right Twitter metrics can help brands make better and more insightful decisions about future marketing campaigns. Metrics give brands key insights into how their audiences interact with their content; analysing and adjusting content accordingly will ensure every interaction is a success. 

Out of all the Twitter metrics available to track, Twitter impressions is one of the most important. Twitter impressions can give your brand an idea of the real reach of your tweets; they are one of the key indicators of your brand’s presence on Twitter. 

Twitter impressions are most accurate when used in conjunction with another metric, for example how Twitter impressions and engagement rate interact. This will let you know if you’re targeting the right segment of Twitter audiences.

Twitter Impressions vs. Reach

Twitter impressions are available to all Twitter users. By adjusting your settings, you can enable Twitter’s native tools and analytics to see activity per tweet. At the bottom of each tweet there is a graph icon that provides data about the tweet including impressions and total engagement.

Twitter impressions is the total of how many times a tweet has been seen, including timeline appearances and when it has been seen as a result of someone liking the tweet. Twitter impressions does not include whether it has been seen through an external embed on a website or third-party platform—it only includes views on the platform itself.

Within the Twitter Analytics Dashboard, you are able to see how your tweets have performed over time. You can filter tweets by date range to see how your top tweets have performed. Hovering over each day provides data on organic impressions, promoted impressions and tweets. 

In comparison to this, potential reach is the number of people who may have seen your tweet, including all of those who follow you and the accounts’ followers who retweeted you. For example, if you have 100 followers and someone who retweets you has another 100, your potential reach is 200. 

Combining Twitter impressions and potential reach gives you a clear view on the success of your tweet. For the most accurate reading, you should focus on reach and impressions rather than reach vs. impressions.

How Twitter Impressions & Engagement Rate Interact

The most impactful tweets have high impressions and a high engagement rate. The engagement rate is calculated by dividing the number of engagements by the number of impressions. Engagements include any way a Twitter user interacts your tweet including retweets, clicks and likes. 

Having a low impression number when you have a high follower count might mean your followers are inactive. A high impression number but a low engagement rate means your tweets need work to be more relevant to your audience. If you have a low impression number, you should try tweeting at a different time of day. 

As a result of Twitter’s algorithm, engagement is one of the factors it considers when highlighting a tweet. The more people interact with a brand, the more likely the brand’s tweets are to appear on their timeline. This means that if a brand tweets at a poor time for its audience, the tweet may still be seen in someone’s “In case you missed it” section.

3 Ways to Increase Impressions

Although one of the best ways to increase your impressions is to understand how your audience interacts with you and Twitter as a platform, here are three more methods that will really show you the benefits of Twitter for business.

Post a variety of content consistently

When thinking about the types of content you want to post on your brand’s Twitter, you should consider the 80/20 rule. This is where 80% of content is non-branded. This can include educational content, industry news, conversations starters or meme-style trending content. 

Twitter has different features available in addition to its text-tweets that brands can use to post a variety of content inducing polls, images, videos, gifs and even voice notes.

#EURO2020 kicks off tonight with Turkey taking on Italy. Full time predictions?#ForTheLoveOfTheGame

— Lyle & Scott (@Lyle_and_Scott) June 11, 2021

While it’s important to post a variety of content, you also need to be consistent with posting. By posting inconsistently, your followers may forget you are active on the platform and your engagement will drop. A lowered engagement means your content is less likely to appear on peoples’ timelines. 

Within the Twitter Analytics Dashboard you are able to see your audience’s top interests. By posting content around these topics, you will be able to appeal to a wider audience. As time goes on and you are able to better understand your audience, you can narrow down the topics you discuss.

Engage with Twitter influencers, celebrities and other brands

An easy way to increase impressions is to engage with others on the platform. Interacting with others within your industry, conversing with influencers or answering your followers’ questions are simple but effective ways to improve your Twitter impressions.

Honoured to feature on your gallery @monzo ! Just a matter of time before we see these creations at the Tate. https://t.co/5ugayKxZcu

— Lyle & Scott (@Lyle_and_Scott) May 13, 2021

When engaging with your followers (and potential followers),  don’t stop at responding to questions; converse with them on their own tweets. The more you engage, the more impressions you will have.

Use high quality media

Social media users are visually inclined. On a text-based app, Twitter users will be more likely to engage with your tweet if there is an image or video attached. Posting high-quality branded content will help grab your audience’s attention, especially if it is optimised for Twitter.

How can we all be a part of climate solutions?

Singer-songwriter @billieeilish talks with marine biologist and climate expert @ayanaeliza about about speaking up, taking action, and shifting the culture.

Learn More: https://t.co/HE6f5q1Div pic.twitter.com/eZ3hrb0VOz

— Nike (@Nike) April 22, 2021

Another way to include high-quality media is to ensure your blog posts are using images optimised for Twitter. When posting a blog link to Twitter, it will use a preview image.

FAQ’s

What are impressions and engagements on Twitter?

Twitter impressions is how many times your tweet has been seen on Twitter. It includes views by your followers and when it has been seen as a result of someone liking the tweet. 

Twitter engagement is how many times your tweet has been directly interacted with; it includes clicks, likes, replies and retweets. 

How do impressions work on Twitter?

Twitter impressions are available to all Twitter users. By adjusting your settings, you can enable Twitter’s native tools and analytics to see activity per tweet. At the bottom of each tweet there is a graph icon that provides data about the tweet including impressions and total engagement. 

Twitter impressions is the total of how many times a tweet has been seen, including timeline appearances and when it has been seen as a result of someone liking the tweet. Twitter impressions does not include whether it has been seen through an external embed on a website or third-party platform—it only includes views on the platform itself. 

What is a good number of Twitter impressions?

A good number of Twitter impressions depends on the brand and its follower count. However, it is typically considered good if you receive 20% of your audience count. An ideal blend is high impressions and high engagement.

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