When it comes to social media advertising, Twitter was lacking the power to hone in on specific demographics like LinkedIn and Facebook have the ability to do, until yesterday. Both LinkedIn and Facebook both have their pros and cons. Whereas LinkedIn has more demographic details that are probably more accurate, Facebook has over 1 billion users to target.
Yesterday Twitter rolled out four new ad features:
- The ability to target specific user handles and people who follow them. For example, if you are a hotel, you may want to target everyone who follows @CondeNastCorp or @travelchannel. Or, if you were a nonprofit with a mission to end global poverty then you might follow @Kiva or @GrameenFdn.
- Alternately you can target by interest with over 350 pre-populated interests.
- You can also target by device type by tailoring your content to reach users on laptops, desktops, tablets or smartphones.
- Lastly, you can target by gender when you want to target just the girls or just the guys. Hell, you could create a movement!
And of course, all of this was rolled out in their basic dashboard for all brands to use. Take a look:
Given the amount of information that is available on Twitter, I think this is actually a “win” for Twitter. It’s exactly what standalone marketers have been asking for and it will be interesting to see how they will use it to promote their brands.
In addition to the new features rolled out for the basic Twitter Ad platform, they also rolled out the ability for you to switch over to their Advanced Twitter Ad Platform, which is in line with Facebook’s Power Editor.
Here’s what the differences are between the two:
As you can see, you have the ability to schedule campaigns, target multiple audiences at the same time in multiple campaigns (think A/B testing), separate budgets, show ads in search results, and, the golden goose of them all — stats for every tweet including follower demographic breakdown.
You can still promote tweets, Twitter profiles, or trends (need to contact Twitter).
Here’s an example of a promoted tweet that I did for a limited time (a few hours) in the new advanced dashboard. Notice you can see how many followers were received from that tweet, retweets, clicks, and replies:
So what do you think? Do you think this makes Twitter a viable contender in the social ad space or do you think it’s a valid attempt but needs more work? Let me know in the comments below.