Measure engagement by media type Next, identify which service helps your brand see the most success. If you’re posting videos you may ask if Vine clips perform better than YouTube. For photos, are Instagram pics as successful as Twitpics?
Media Types in Tweets Engagement per Tweet
Potential Impressions Per Tweet
2.3M
2.1M 20.9
2.1M
1.8M
27.8
14.8
4.5
Vine
Instagram/Path
7
Posts
YouTube/Vimeo
4
Posts
81.4
2.1M
Other Photos
8
12
Posts
Posts
Other Links
30
Posts
Measure competitor success by content type Finally, measure your engagement against your competition. Where are other businesses in your industry finding success? If they’re seeing much higher engagement with photos, you can perform a content analysis to find out what they’re doing with their photos that you might be missing. Type Comparison: Engagement on Brand Tweets (size of bubble = number of posts) Links
Normal Tweets
MOST ENGAGING CONTENT TYPE Photos 6 interactions [4.5% of interactions on all sent tweets]
MOST COMMONLY POSTED
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Normal tweets 780 tweets [74% of all sent tweets]
@
30
Videos
CONTENT TYPE PERFORMANCE
e
Engagement per post
Photos 0.8 0.7 0.6 0.4 0.3 0.2 0.1 0.0 -0.2 -0.2
BEST PERFORMANCE: @marriottintl Photos 2 interactions [4.1% of interactions on all sent tweets]