Twitter has announced the roll out of an enhancement to Promoted Tweets, which will allow advertisers target tweets better. Referred as targeted tweets, the feature allows advertisers send tweets to specific audiences.
Announcing the roll out on the company blog, Kevin Weil, product manager, Twitter, said, "We’re introducing targeted tweets, an enhancement that enables brands to reach specific audiences on Twitter without first sending a tweet to all followers."
"Now global brands that have different launch dates for several countries can send tailored messages at different times, customised for the users in each country. Mobile app providers who only want to reach customers on one device can do so without also sending the message to desktop users," he added.
Twitter has been testing the feature with a handful of advertisers including British Airways, Coca-Cola, The Washington Post Co. and Wendy’s, and will now be available to all advertisers globally who use Promoted Tweets. Weil also informed that as with all Promoted Tweets, advertisers only pay when users engage with it, and tweets that generate the most engagement are likely to appear more often.
As an example, Twitter showcased a tweet sent by British Airways only to its UK followers during the test phase.