It’s a fact — brands have been on Twitter since our earliest days. They use the platform to connect with consumers in meaningful ways, offering everything from special discounts and exclusive content to new product information.
But what if your Tweet is only relevant for a subset of your followers? What if you want to make an offer just to New York Twitter users? Until today, it’s been impractical to send these kinds of highly tailored Tweets, since there was no way to reach people in New York without also reaching followers in Norway, Nebraska and Nigeria who can’t take advantage of your offer.
Today we’re introducing targeted Tweets, an enhancement that enables brands to reach specific audiences on Twitter without first sending a Tweet to all followers.
Now global brands that have different launch dates for several countries can send tailored messages at different times, customized for the users in each country. Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users.
We’ve been testing this for several weeks with a group of current advertisers including @British_Airways, @CocaCola, The Washington Post (@wpsocialreader), and @Wendys. The feature is now available to all advertisers globally who use Promoted Tweets.
Here’s a targeted Promoted Tweet that British Airways sent to its UK followers during the beta test:
Advertisers can compose targeted Tweets using the newly enhanced Tweet box in ads.twitter.com. As with all Promoted Tweets, advertisers only pay when users engage with it, and Tweets that generate the most engagement are likely to appear more often. Simply put, advertisers are rewarded for messages that resonate with audiences.
To learn more about advertising on Twitter, visit business.twitter.com.
Kevin Weil (@kevinweil)