Matt Navarra, a social media expert also tweeted about this.
Twitter is killing the Audience Insights page on Jan 30— Matt Navarra (@MattNavarra) January 7, 2020
For now, you can find this page at https://t.co/eOk5ECahfJ pic.twitter.com/YIRwqMdmDM
Twitter confirmed that it actually is going to take down its Audience Insights tab from Twitter Analytics by the end of January.
The option was launched in 2015 to provide users with more in-depth insights about your account’s followers which includes demographic profiles, purchase behavior, mobile usage and more. This helped shaped tweets and ad strategies giving you a clear view about who you need to reach.
And now if you attempt to view the page, you’ll be prompted at the top of the screen that the page is going to be deleted on January 30, 2020.
To some, this feature may not have been much use in the first place. Twitter has not informed whether there would be an alternative, however, it did introduce ‘Conversation Insights’ to its Media Studio feature in November 2019. Perhaps, Twitter might add a similar audience analytics tool to Media Studio.
Whatever the case may be, we are expecting more enhanced and improved analytics instead.