Twitter recently announced its enhanced Promoted Tweets platform, allowing marketers to target tailored tweets to audiences with special interests. This new approach aims to reach people who are more likely to engage with your tweets as with Bonobos whose 24-hour sale exclusively on Twitter reached users similar to their existing followers.
The two types of Twitter promoted marketing include interest categories and influencer targeting. For broader reach, marketers can target over 350 interest categories, ranging from Education to Home and Garden to Investing to Soccer. For example, Using Twitter’s online promotion menu,
“if you were promoting a new animated film about dogs, you could select Animation (under Movies and Television), Cartoons (under Hobbies and Interests), and Dogs (under Pets).”
To reach more specific users, the Twitter API allows marketers to create custom segments by specifying relevant @usernames to reach users with similar interests to that @username’s followers. Still, you cannot specifically target the followers of that @username. Twitter explains,
“If you’re promoting your indie band’s next tour, you can create a custom audience by adding @usernames of related bands, thus targeting users with the same taste in music.”
According to Twitter, Promoted Tweets with interest significantly increase audience reach; define custom audiences to reach a very specific set of users; and, overall, promote high engagement rates because they are reaching users who are interested in their content.
As Twitter’s Promoted Products are auction-based, with winners determined by engagement rates and bids, the company has also decided to lower the minimum bid to one cent for all their auctions. The revamped platform with the reduced cost may offer a sizeable ROI.