X Introduces Advanced Analytics for X Premium Subscribers

X has unveiled its new and improved profile analytics feature, granting X Premium subscribers access to detailed insights into their performance. The analytics provide data on total impressions, engagement rate, profile visits, video performance, link clicks, and more.

Today, we're rolling out a new and improved analytics page. Upgrade to Premium to get daily insights into how your posts are performing.https://t.co/ZVdEbG1PJa pic.twitter.com/5qmklLcsOC

— Premium (@premium) June 13, 2024

As you can see, in the above example the updated X analytics features a large new bar chart display, which can be adjusted to highlight various elements, making it easier to track performance over time. Additionally, you can switch the date ranges along the top of the chart.

Most of these insights have been available to X/Twitter users for a long time, but the presentation has been updated for easier detailed analysis within the app. X has also added more specific data points, aiding in analyzing your platform performance over time.

Previously, X users had access to similar analytics for free. However, with the introduction of the new analytics dashboard, it appears that all account analytics are now exclusive to paid subscribers. When attempting to log into analytics.twitter.com, a pop-up prompt alerts you that you need to sign up for X Premium to access these features.

X allowed users to access its analytics features up until last week, although the platform wasn’t being actively maintained as it worked on the new upgrade.

Now, analytics access is restricted to paying subscribers, adding another feature behind a paywall and providing further incentives for X’s subscription drive.

Will this motivate more people to sign up?

There is value in X’s Premium upgrades, especially with XPro access (formerly TweetDeck) and enhanced account analytics. For businesses looking to grow their X following, the investment may be worthwhile. However, X’s own marketing and promotion efforts for its Premium add-ons have been less than stellar.

When Elon Musk took over X in late 2022, he announced an ambitious plan to significantly increase platform subscriptions, aiming for 50% of the platform’s total revenue to come from this source in the short term.

This strategy served two critical purposes: reducing the platform’s reliance on ad revenue, thereby granting more freedom in setting its own moderation rules (instead of adhering to ad partners’ standards), and generating additional revenue for the struggling business. Combined with massive cost cuts, this approach was a key element of Musk’s Twitter reformation plan.

Thus, 18 months in, the platform is far from reaching its subscription targets.

A significant issue, at least initially, was that Elon and his team focused on selling blue checkmarks as a key component of the subscription offering, eventually removing checkmarks from non-paying users.

However, selling blue ticks has seemingly had the opposite effect. Instead of users seeing this as a benefit, many now avoid the checkmark altogether. What was once a coveted symbol in the app has become largely meaningless or even undesirable. Musk’s changes and personal stances have been so divisive that many users want to avoid any potential association, and celebrities are seeking to avoid the implication that they might be paying for a marker of false credibility.

Further, Elon should have focused on business add-ons from the start. This is something I pointed out in November 2022, a month after he took ownership. At that time, I highlighted the market opportunity of pitching advanced analytics and scheduling tools directly integrated into the app.

“Various third-party tools include in-depth competitor analysis and performance tracking, which you can’t get on Twitter itself, while management platforms like Hootsuite, which has over 200k paying subscribers, are largely used for tweet scheduling.”

This approach is more viable and sustainable, and X now seems to be realizing this. However, the initial missteps have eroded the value of its subscription offerings.

Additionally, Elon’s continued antagonism toward perceived obstacles, including the platform’s ad partners, has complicated matters.

So, will businesses pay?

With fewer advertisers and seemingly reduced influence and engagement, it’s hard to see this being a major success. However, there is value in these offerings, and for businesses whose target audience is active on the app, it’s worth considering.

X also promises to “ship more capabilities to help creators” gain insights into their platform efforts soon.

It will be interesting to see what those additional features will be.

Source: Social Media Today

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