Masterclassing Connect

Twitter reveals new video insights tool for publishers

Alyssa Clementi

Twitter has launched an insights tool, dubbed 'Timing is Everything', which will enable publishers to see when Twitter users are most actively watching videos on the social media site. The tool is part of a developing series of new publisher insight tools that will be located within Twitter’s Media Studio.

Using a gradient colored graph, the tool displays data showing when Twitter audiences are historically watching videos, and when they are not. Twitter said the aim of the tool is to maximize engagement, conversation and viewership for video content posted by publishers.

Twitter does note that the Timing is Everything chart does not include data from a publisher’s organic followers, but instead shows when all users are generally watching any type of video on Twitter. Because of this, Twitter encourages publishers to continuously post video content throughout the day for maximum interaction.

Publishers also have the option to schedule a tweet if they are unable to manually post at the most popular viewing times. To use the tool, publishers can go to the Analytics dropdown menu within Media Studio and click 'Insights'.