Ever wish you could send a Tweet to just a group of your overall followers? I’ve certainly thought about this from time to time. Come football season when I start Tweeting like crazy about the awful Cleveland Browns (and how much I love them), I’ll be wishing I could Tweet just to my friends from Ohio. While this is my personal experience, I’d be willing to bet many other Twitter users feel the same.
Now imagine you’re a business. If you’re global, you have customers all over the world with different likes/dislikes, matters of importance, beliefs, and the list goes on and on. Even if you’re not a global company, your followers are still be separated by demographic, interests, geography and other measures.
In response to that very issue, Twitter has rolled out targeted tweets, an enhancement to Promoted Tweets, which lets advertisers target a subset of followers. Household names including British Airways, Coca-Cola and Wendy’s have already been testing the feature, according to Mashable. Yesterday the feature became available globally to all users of Promoted Tweets.
If you’re not familiar, advertisers only pay for Promoted Tweets when users engage with them. The targeted tweets will follow the same system. Do you think Twitter’s enhancement will help advertisers better target their consumers? Furthermore, are you hopeful Twitter rolls out this same service for regular users? I know I am!