It may not be as big a player as Facebook or Instagram, but with nearly 300 million users, Twitter is still one of the biggest social networks in the world, and brands are well-aware of it. Conducting a competitor analysis is a must when it comes to developing your own Twitter marketing strategy. After all, you and your top competitors share the same target groups.
In this blog post, you’ll find out what your brand can gain from a competitive analysis, and how to easily and swiftly perform such an analysis using NapoleonCat.
Benefits of analyzing competitors on Twitter
It gives you ideas for new content
Coming up with new types of content marketing to promote a product or service can be a big challenge. We’re talking about long-term brainstorming. Sure, you can spontaneously experiment with different kinds of posts. However, it’s a trial-and-error process that will take a lot of time, and may end with poor results and wasted effort. Instead, you can monitor your competitors’ tweets and see what kind of content they post and what results they generate. This will give you plenty of ideas and inspiration for your own social media marketing strategy. The point here is not to copy others’ strategies, but to find your own unique voice based on what resonates most within your target audience.
It helps you set your own KPIs
Benchmarking your competitors will put things into perspective and will help you establish the key performance indicators (KPIs) that your brand needs to pursue. Having that bird’s-eye view is necessary to know whether your social media efforts are heading in the right direction. For instance, if you’d like to know how many times a day you should tweet, or which days generate the highest engagement rates, just take a look at your competitors’ Twitter activity.
It saves money & time
Performing a competitive analysis is a task that is often outsourced to external agencies for a hefty price. You can also try to do this manually, but that would take months (or more!), and the process of gathering and processing all the data would be a nightmare of utmost meticulousness. Thankfully, there are analysis tools that will do all that dirty work for you, and save plenty of your time and money. NapoleonCat’s Analytics feature is a perfect solution.
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How to track competitors on Twitter
With social media analytics tools like NapoleonCat, you can analyze your competitors’ profiles within mere minutes. You can analyze each Twitter profile individually, or create sets of real-time data from different profiles. Moreover, you can set custom time periods from which you want to extract the data – days, weeks, months, or even years!
Before you can analyze any social media accounts, you need to add profiles to your NapoleonCat’s project. Here’s a video tutorial on how to do that.
Once you add your profiles, you can access Twitter analytics for each profile individually, or create sets of data for aggregated stats.
The table below shows the overall summary of our competitors’ Twitter accounts. With such datasets, you can quickly spot which brands generated the highest engagement rates (compared to the previous period).
If you’re wondering which social media channels your competitors use the most, you can quickly create a group of profiles from different social media platforms to see their aggregated statistics. This allows you, for example, to compare how different brands perform across different social media channels, gives you a broader picture of your competitors, and helps you benchmark industry performers.
What to post on Twitter?
Analyzing your competitors on social media should provide you with a fresh bag of content ideas. Moreover, you’ll save plenty of time and effort by not having to go through each and every trial and error process. Having such content inspirations is a great “hack” for your Twitter marketing strategy.
Using NapoleonCat’s Analytics, you can easily see which of your competitors’ posts performed best, and which of them fared slightly worse. You can sort your list by retweet count, favorite count, reply count, and engagement rate.
This practice should help you establish the general theme for your Twitter page, and show you how to communicate with your audience. The table only shows post previews, but you can see original posts by clicking on a given date in the “Date” column.
When to post on Twitter?
One crucial element of any social media strategy is figuring out the best times to post. In simple words, these are the times when your audience is most likely to engage with your content. You can take a look at your competitors’ post engagement by days of the week, and also by hours:
In case your best times to post on Twitter don’t correlate with your working hours, or you simply have too much content to post – you can always schedule your posts with our newly improved Publisher. You can use it to simultaneously schedule and publish posts across Twitter, Facebook, and Instagram.
How often should you Tweet?
If you’re wondering how often you should post on Twitter, analyzing your competitors’ activity will give you some excellent benchmarks. In NapoleonCat, you can access a daily Twitter activity breakdown. Note that retweets, likes, and replies also count as tweets:
There are also some general assumptions as to how often you should tweet. Neil Patel suggests tweet frequency should be in line with your goals. If you want maximum engagement per tweet, aim for 1-5 tweets per day. However, if you want more total responses to your tweets overall, 50 tweets or more are acceptable.
BONUS – automatic social media reports
For more in-depth Twitter analyses, you can also generate comprehensive social media reports in a matter of seconds, and that’s a big bonus. These reports include:
- Key metrics
- Page post performance
- Followers growth
- Page admin activity
- Top 20 page posts
- Friends growth
- Page posts interactions heatmap
It can be a real lifesaver for those tasked with regular social media reporting to your superiors. Below is a sample report for a competitor’s Twitter account (to get a full view, make sure the video is set to 1080p and is playing in full-screen mode).
Brand monitoring is an inherent element of any solid digital marketing strategy. It helps you figure out the wheres, the whats, the whys, and the whens. Performing such an analysis is no easy task, but thankfully there are powerful social media management tools that make life easier. Start your FREE TRIAL and see for yourself.
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