Brands have been using Twitter for years to connect with consumers in meaningful ways, offering everything from special discounts and exclusive content to new product information. Building an active community through true, mutual engagement is always the most foundational strategy, but with more than 255 million active members, you sometimes want to invest in rising above the noise. Everyone is competing for attention today, and despite your best efforts, sometimes you might choose to rely on amplification tools.
If you’re looking for a way to increase your audience, drive more engagement on Twitter, and reach your marketing goals, the platform’s suite of Promoted Products is a great place to turn. But before you invest any advertising dollars, it’s important to know who your target audience is. Once you know who you’re going to target, you can begin building a plan around how you’ll reach them.
In this article, we’ll show you the most effective ways in which you can target your Twitter Promoted Products to reach your ideal audience.
Target by Keywords
People express their wants, needs, likes, and dislikes on Twitter all the time. Keyword targeting lets you reach those members based on the keywords used in their recent tweets. This is an especially important option for advertisers looking for signals of intent because it lets you reach consumers at the right time, in the right context. And through Broad Match, it’s easier for you to reach people having these conversations by automatically expanding your targeted keywords to include related terms.
GoPro, a leader in wearable and gear-mountable cameras, was among the first brands to use keyword targeting. After testing it in timeline across four marketing campaigns, the company saw close to two million impressions, and engagement rates as high as 11 percent on tweets promoted using the targeting option.
Target by Interests
Twitter brings its members closer to people, world events, professional athletes, musicians, global brands, and world leaders. As such, it’s home to an overwhelming number of interests, most of which can be used to target your Promoted Tweet and Promoted Account campaigns.
For broader reach, you can target more than 350 interest categories, ranging from education and investing to home and garden. If you want to target a more precise group of consumers, you can create custom segments by specifying certain @usernames that are relevant to the product, event, or initiative you’re looking to promote.
We recommend reading through Twitter’s policies for keyword targeting before getting started. Some categories might not be targeted and are deemed “sensitive.”
Target by Geography
To help marketers reach relevant audiences around the world, Twitter offers geo-targeting capabilities for Promoted Tweets and Promoted Accounts. The combination of geo-targeting options and targeted tweets enables you to deliver content tailored to regional audiences. For example, a U.S. political campaign could focus its Promoted Accounts campaign precisely where a candidate is running for office.
And because we know many Sprout Social users are reaching out to people across borders, we built this feature right into the Compose functionality of our product. You can just select one or multiple regions for each tweet you write before you publish. It works thanks to Twitter’s API, which makes sure the tweet only appears to followers in the country you’re reaching out to.
Target by Language
To add even more value to your geo-targeted campaigns, you might consider using language targeting in conjunction. Language targeting can benefit marketers who want to reach a global audience with language-specific messaging, or who are in countries where large populations speak multiple languages.
Twitter uses a number of different signals to determine a member’s language, including the language selected in his or her profile settings and the languages that correspond to their activity on the platform. This targeting option is available to all advertisers globally and supports 20 different languages.
Target by Device
Consumers are becoming increasingly mobile — in fact, 76 percent of Twitter members log in from their mobile device. With stats like that, it’s necessary that your marketing campaign is optimized for the smaller screen.
Through Twitter’s mobile targeting options, you can tailor your campaigns specifically to iOS, Android, and BlackBerry devices. This is great for brands looking to increase the prominence and reach of your message to a particular type of mobile user.
Target by Gender
Although Twitter doesn’t require members to state their gender on their profiles, it’s able to understand gender by taking public signals offered on the platform — such as profile names or the accounts a person follows. According to the company, a panel of human testers found its predictions to be more than 90 percent accurate.
And where Twitter can’t predict gender reliably, it doesn’t. Those members won’t be targetable through this option. This is why it’s a good idea to use this feature in conjunction with one or more targeting options.
To get started with any of these targeting options, log in to your Twitter Ads account. For more information about Twitter’s Promoted Products, we recommend reading through its help center article.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.