In an effort to help U.S. content marketers connect more with their audience, Twitter rolled out a new analytics app to help manage and measure those interactions on its platform.
Twitter Engage, which is only available for iOS in the U.S., pinpoints the most relevant follows and mentions from influencers. It also provides key metrics and identifies opportunities to increase engagement with those followers.
“The app outlines your account performance and audience, providing a convenient and easy way to see your key Twitter stats (e.g. likes, Retweets, @mentions and video views), and filter via different time periods,” said Matt Dennebaum, senior product manager at Twitter, in a blog post.
In addition, the app provides content marketers with a review of their videos, GIFs, images and other Twitter activity, which enables them to track individual post performance.
With all that data, Twitter said, content creators will be able to improve content on its platform, as well as grow engagement with their audience.
In conjunction with the Engage announcement, the company also revealed that videos can now be up to 140 seconds on Twitter. A limited number of Vine creators will also be able to add longer videos to their Vines.
Twitter said video Tweets have increased more than 50 percent since the beginning of 2016.
“Video is becoming increasingly central to the real-time conversations happening on Twitter,” said Jack Dorsey, Twitter CEO and co-founder. “We’re investing heavily in videos and creators. We want to be the best place for creators and influencers to build an audience and make it easier for creators to make money on Twitter, and soon Vine.”