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Twitter announces new analytics tool to measure video engagement

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Twitter has announced a set of Publisher Insight tools that have been made live, on its Media blog this morning. The social media platform was already seen making efforts to make it easier for their publishers to understand what type of content caters to their respective user base. The first of these newly launched tools is focused on the best time for publishers to publish video content.

The new dashboard shows a graph of the days of the week against the hours of the week. Each grid is represented with a certain shade of grey, which indicates video interactions on tweets by users. The darker the shade, the more videos are interacted with at that particular day and time. Publishers can adjust the time frame to show statistics for the week, a particular month or any custom range to gain more user data. However, the graph shows when your followers are watching videos across Twitter, rather than your videos.

Publishers can use this dashboard to send out their videos during these “peak” hours. According to Twitter, publishers can post videos to “maximize engagement, conversation, and viewership.” The company is also now offering a tweet scheduling tool from the same page, featuring the new dashboard, if the most engaging times are at off-hours to a certain publisher.

Twitter’s advertising business would also benefit greatly from helping publishers. According to the company’s own statistics, video ad-revenue accounts for almost half of all ad-revenue generated. Twitter has also stated that other tools will be live soon to help publishers further understand user behavior.