In January, during the CES 2019 held in Las Vegas, Twitter announced that it is developing different insight tools to help its publishers better understand their viewers and make the most out of their Twitter campaigns. Today, Twitter unveiled the first of these efforts.
A set of Publisher Insight tools within its Media Studio focused on the timeframe that is best to post a video was rolled out by the tech giant.
Twitter announced in its media blog early this morning and advised that the feature is already live as of the moment.
“In an effort to provide our publishers with more actionable data to help them improve their performance on Twitter, we’ve been busy working on a new set of Publisher Insights tools that will live within Media Studio. After months of work we’re excited to announce the launch of our first new Insights tool — Timing is Everything, ” the blog post read.
“This data highlights the best time(s) to Tweet video content with an aim to maximize engagement, conversation, and viewership, ” Twitter added.
According to Twitter’s Keith Coleman back in January, the development of insight tools is an ‘early concept,’ but now, it looks like they are in a roll for achieving what they have previously envisioned.
On the dashboard, the hours of the day are across the x-axis, and the days of the week are across the y-axis. The graph uses shades of gray to show which days and times video tweets see the most engagement, based on historical data.
Twitter says publishers can use this dashboard to determine when is the best time to post a video to “maximize engagement, conversation, and viewership.”
However, Twitter clarifies that the dashboard will not show what times of the day certain account followers will view video contents; instead, it will show the times of the day they see videos across Twitter; even in other accounts.
“It’s important to note that the chart on the page doesn’t show when your organic followers are watching your videos; instead, in the aggregate, it shows when people on Twitter are generally watching any video on Twitter,” they wrote.
Twitter instead encouraged publishers to publish videos throughout the day to maximize their reach, but should also consider posting videos during the best time of the day and week as part of their strategy.
In addition to the insight generation on the dashboard, the feature also includes a Tweet Scheduling tool in the same Media Studio dashboard.
Publishers can adjust the time frame for the insights to “last week,” “this month,” “last month,” or any custom range of their choosing to gain more insights.
The company’s larger goal with helping publishers better develop their media strategies on Twitter, ties to its advertising business. According to Twitter’s Vice President for Content Partnerships Kay Madati in CES last January, video ads accounted for more than half of its revenue generated from publishers’ ad.
This is not the only feature Twitter has unveiled this week. Twitter has also announced that the social media platform will now allow users to hide replies to a Tweet. This feature was first noticed by the famous software unpacker Jane Manchun Wong and has said that this new feature rollout is a drastic change on how users will control conversations in the platform.
Although the new update will not allow users to hide a specific comment on a tweet permanently, it will make it hard for followers to the said comment that was ‘hidden.’
Mostly, the feature would let you tap the “share” icon on Twitter and choose “hide Tweet” to close down replies. From there, other users would have to click through to see the responses on a tweet, instead of seeing them automatically. There also appears to be an option to view all tweets you’ve hidden in the past and manually unhide them if you want to reopen replies at some point in the future.
It is still unclear on how ardent users of the platform will receive the new feature. While the intention is to allow users to control the conversation that is happening in its Tweet, many experts suggested that it can also be used to quash dissent and silence criticism to avoid responsibility.