Twitter has an analytics feature that allows users to get insights about how their tweet is performing. The microblogging platform is introducing that feature to Moments.
The analytics tool for Moments was first available to brands and influencers only. Rolling the tools out slowly, users can now tap on the arrow on the upper right corner of a Moment to select "View Analytics" or the three-dot "More" option when viewing a Moment on the web.
The analytics tools feature provide a similar information to Twitter's analytics. It includes the number of times a Moment has been viewed, the number of unique users who viewed it, as well as likes, shares and completion rates.
Using the tools, users can get insights to how their posts are performing, and tweak their future posts to have better performance. This is particularly useful for brands and marketers which are the primary users of the tools.
Introducing Moments analytics for all Twitter users on web. Just click on the down arrow to see how your favorite Moments are performing! pic.twitter.com/9YlyeEjJ6o
— Twitter Moments (@TwitterMoments) March 7, 2017
Moments, while popular among users, the existence didn't perform as Twitter had hoped. Moments weren't able to replace the "tweetstorm" Twitter is known for, and didn't open that possibility for Twitter to get much revenue.
Twitter had decided to demote Moments from its own app, replacing it with an "Explore" section for mobile users. While Moments are still a part of this section, they're no longer in the spotlight. Instead, Twitter puts Trending searches, video and live streams to have more emphasis.
However, Twitter's Moments still appeal many brands. Many publishers and influencers are still active in delivering posts to their Moments.