X (formerly Twitter) may have undergone a complete rebranding, but it's still sharp where it counts – in the engagement stats department. While the platform has evolved significantly, X still makes basic stats on your posts accessible to all users. Here's a quick guide on how to find and use this excellent feature.
The good news is that you don't need a premium subscription to see how an individual post is performing. The process is slightly different depending on whether you're on a desktop or mobile device.
You will now see figures on the post's impressions and total engagements. Below this, engagements are broken down into several types, including Likes, Reposts, Replies, Profile Clicks, Link Clicks, and Media Engagements.
Viewing post stats directly from your profile is a quick and convenient way to gauge reception to individual posts on the hoof. We recommend using this approach when you need to quickly appraise a post's performance.
For example, if you're live-posting from an event, you might consider checking post stats at regular intervals. By identifying the tweet copy tactics, media types, and structures that seem to be attracting the best engagement rates, you can shape your posting strategy as you go. For a reporter live-posting from the field, cherry-picking posts to hone in on will likely be easier than finding insights from a dashboard.
Do keep in mind the ratio of impressions-to-engagements for each post – a post with only a few engagements and low impressions may be more suitably crafted than a post with loads of impressions and a modest number of engagements.
Post activity stats also help us weigh up which posts are getting people interested in content vs. which posts are generating interest in your brand. The posts which get the highest amounts of link clicks may be considered to be the former, while posts with exceptionally high numbers of profile clicks are the latter.
On-profile post stats have their limitations. They cannot provide you with a holistic overview of your activity, such as audience insights and engagement stats for all your posts over a period.
If this is the approach you require, you will need to use the main Analytics Dashboard. Since June 2024, access to this comprehensive dashboard at analytics.twitter.com has been moved behind a paywall, making it an exclusive feature for X Premium subscribers. For paying users, the dashboard offers advanced insights including detailed engagement metrics, impressions over time, and follower demographics.
For everyone else, the individual post analytics remain a valuable tool for quick, real-time performance checks.
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