Skip to main content

Why you should make Followerwonk a part of your content marketing strategy

by Jenny Illmann | 25.01.2016
Followerwonk is a handy social analytics app which is brought to us by the same people as Moz, the SEO software. If you work in influencer marketing, Followerwonk is particularly useful for clients that are looking for influencers/bloggers with a high Twitter followership.

However, finding influencers is not the only thing that Followerwonk will allow you to do. It is also a great tool for the following:

  • Competitor Benchmarking
  • Audience Profiling (age, gender, location)
  • Content Discovery

The ‘Search Bios’- Feature

The ‘Search Bios’-feature allows you to look at Twitter users in more detail. In the below examples, I was looking for Twitter profiles of users that had an interest in cloud computing (click on image to enlarge):


The results that were returned to me showed me influencers that feature the term ‘cloud computing’ in their bios. This allows me to then approach the influencer with the view to collaborate together on this topic or provide them with some insightful data/statistics they might be able to use. It is all about finding users that are passionate about the topic you approach them for (click on image to enlarge):


The ‘Compare Users’-Feature

This feature is very useful for competitor benchmarking. We can for example compare one brand to another similar brand and then analyse their followership as well as potentially approach the users that engage with the competing brand in the space (click on image to enlarge):


As well as analysing Twitter followers in more detail, we can take a closer look at our competitors’ engagement rates to see if they are outperforming us on their social media channels. This will give valuable insights into what type of content competitors are hosting and why it is performing well.

The ‘Analyse’- Feature

The ‘Analyse’-feature looks at a lot of handy data such as:

  • Most mentioned users
  • Most mentioned domains
  • Most important Tweets
  • Users they follow
  • Their followers in more detail


Followerwonk is available as a free and paid-for version. As a Moz user, you will be able to use the paid-for version as part of your subscription. While Followerwonk alone won’t be able to inform your content strategy, it will give you valuable insights into your audience, your competitors’ audience as well as some more detailed audience profiling. Many brands put a huge emphasis on Twitter behaviour and rightly so, particularly when social data from other social platforms like Instagram is not easily accessible like for example Twitter data. Informing your content strategy will allow you to target the right audience as well as go after the right influencers to share your content on their platforms.