Unlike Facebook, your followers are not always seeing your content not because you didn’t pay for them to, but because of when they are actively on Twitter. Therefore, Impressions is a powerful insight for brands to test and optimize times to engage their audience. Coupled with engagement and engagement rate, brands can determine what messaging concepts are more effective and when to go back to the drawing board on other messaging concepts. All in all, this new insight really enables brands to fine tune their social media strategy to best reach their audience on Twitter.
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