Twitter is exactly the best place to reach the new generation of consumers and appeal to their interests to better sell products. Times are changing fast and companies are struggling to keep up. Twitter itself is making changes to keep up with the ever-growing technological industry, because of this; it is the perfect site to host an advertising campaign.
Twitter is Expanding Its Advertising
The social media staple has developed a method it hopes will drive more advertisers to its platform. The recently launched Audience Insights metrics lets businesses and marketers gather a wide-spread variety of information on their account followers to discover potential targets for future campaigns. The feature also helps users tailor their tweet content to speak to their followers’ tastes and lifestyles, to further expand their reach.
Example of Audience Insights offerings:
Working with the same companies whose technologies track online browsing habits – the people responsible for showing ads on the side of the screen for items you have recently purchased on, for example, Amazon – Twitter gathers its information legally and provides it within the guidelines of the law. Therefore, when a business is creating a new campaign, Audience Insights can help it find out which products its audience has purchased recently and which lifestyle trends they follow. The data collected can be further broken down into sub-metrics, like online shopping and buying habits. Armed with this information, businesses can specifically segment and target their Twitter ads, tweets, and media rich posts for a more successful campaign.
Applying Audience Insights to your Twitter Strategy
Access to any marketing analytics puts your business in a position to strengthen your strategy, and the fact that Twitter provides these analytics for free with an advertising medium to go along with them, makes Twitter more important to your company than ever before.
While the specific insights offered through Audience Insights contain mostly surface information, and not the type of psychological factors that expensive, in-depth market research would garner, the analysis does allow you to establish a better understanding of who your Twitter audience is and how to reach them.
All analytics can be useful. For example, the metrics on a particular group of followers’ television viewing preferences is displayed above. Even if your company has nothing to do with the entertainment industry, this information can be useful. Television programs are popular with consumers across every industry. Throwing out a sports reference, or referring to a primetime drama’s storyline, in a way that fits your brand image could be appreciated by your audience; and it will diversify your postings.
Likewise, knowing followers’ household income categories can help your business decide which goods or services will be worth the effort of creating a Twitter ad. Determining whether your audience can afford premium package options or a lower-priced alternative will help you in building the content of your ad.
The level of acumen you’ll glean from Twitter’s Audience Insights will really depend on the specifics of your business, the audience you’re seeking to reach, and how well you can utilize the information provided. There is always a way to make the information fit your message. Take State Farm’s new television commercials featuring the characters from the Disney-Pixar movie Inside Out: not an obvious pairing, but the two companies brainstormed, voiced-over a clip from the cartoon, and made it work.
Get a Head-Start on the Most Recent Campaign Tool
Currently, the analytics of Twitter’s new feature are U.S. specific, but Twitter plans on rolling out Audience Insights to more regions in the coming months, making now the perfect time for your company to familiarize itself with the ads platform and start creating a dynamic, new marketing strategy through Twitter. You can learn more and take advantage of this innovative feature here.