Twitter has recently made a number of improvements to its mobile experience, including retargeted ads for advertisers. The company continues to focus on the smaller screen today revealing that members will now see Promoted Accounts in their mobile timelines.
Known as “Who to Follow” recommendations on desktop, Promoted Accounts were introduced in 2010 as a way to help advertisers get their Twitter feeds in front of more people. For those that don’t know, Promoted Accounts are suggested based on a member’s public list of whom they follow.
To prepare the ad unit for mobile screens, Twitter began running tests with several advertisers in which Promoted Accounts appeared within the timeline on iOS and Android devices. After a successful beta, the company is expanding the feature to all advertisers globally.
“These recommendations leverage tweets as a call to action and display natively in the home timeline,” explained the company. “For example, a new coffee shop could run a geo-targeted Promoted Accounts campaign in timeline to build awareness about their business and explain why users should follow them on Twitter.”
The company hopes that this update will make it easier for businesses to connect with the 76 percent of its user base who access the service from their mobile devices. An earlier study found that 72 percent of research participants said they were more likely to make a purchase from brands they follow or engage with on Twitter.
With that high of a percentage, it seems like a disservice not to promote your brand on Twitter. As always, advertisers running a Promoted Account campaign are only charged when an individual follows your account.
[Image credit: John Verive]
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.