Microblogging site Twitter has announced it is to launch “targeted tweets” in order to allow brands to deliver more relevant social media marketing to their users, telegraph.co.uk reports.
The update is set to run separately from Twitter’s ‘promoted tweets’ feature, which has been in use for a number of months. It will, however, work in the same way that businesses only pay when a consumer interacts with the message – either by replying or retweeting.
Twitter’s new function will allow businesses to drill down further into the likes and interests of their consumers. Businesses can use that information to deliver more targeted, relevant tweets – much in the same way as Facebook uses profile information to deliver relevant ads.
The update will also discern between those users logging in on a mobile device compared to the ones using a desktop or laptop computer. This, Twitter claims, will be able to make promoted tweets even more relevant and could even begin to use location-based services to make them more relevant still.
Writing for advertising.twitter.com on the new feature, project manager for the social network, Kevin Weil, explained: ”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, customised 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.”