Twitter global vice president and head of content partnerships Kay Madati said in late January that the social network was focusing on providing “reach, relevance and revenue” to publishers, and a feature introduced this week marks a step in that direction.
Timing Is Everything, the first new insights tool in Twitter’s Media Studio, gives publishers access to historical data on when audiences are watching and engaging with video on the social network.
Product manager Ellen Fitzgerald noted in a blog post that the data provided by Timing Is Everything analyzes when everyone on Twitter is watching any videos, and not when an account’s organic followers are watching that account’s videos.
She added that publishers can use the data to help decide the best times to tweet their video content in order to maximize engagement, conversation and viewership, as well as to experiment with tweets or scheduled tweets during the times of the day with the highest engagement.
To access Timing Is Everything, publishers can go to the Analytics drop-down menu in Media Studio and select Insights.