Twitter has announced it will be closing down its current Audience Insights element from its Analytics tools from the end of January 2020.
Audience Insights, which provides data on your profile followers including demographics, purchase behaviour, device usage, operating systems, brand affinity, engagement and more, will be removed on 30 January, although Twitter has yet to formally announce any possible alternative.
Twitter did, however, add a new ‘Conversations Insights’ feature to their Media Studio in November 2019, suggesting that Audience Insights may well surface in some form there come February 2020.
Given the importance of data and audience insights for marketing planning and measurement, it’s almost certain that Twitter will offer users the tools they need to be effective.
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