Twitter targeting kicks it up a notch

By By Wenlei Ma | 31 August 2012

Micro-blogging social network Twitter has unveiled new features to enable advertisers to better target promoted content to interested users.

From today, brands are now able to target its promoted tweets and promoted accounts to users based on interest. Interests are broken down into 350 categories including topics such as animation, soccer, gardening, dogs and more.

Additionally, advertisers can target based on custom segments by specifying certain usernames that might be relevant, which can then separate out users to have similar interests to that user's followers.

Twitter director, product management Kevin Weil wrote on the Twitter Advertising site: “By targeting people's topical interests, you will be able to connect with a greater number of users and deliver tailored messages to people who are more likely to engage with your tweets.

“When people discover offers and messages about the things they care about on Twitter, it's good for both marketers and users.”

Twitter has also dropped the minimum bid for promoted products to one cent.

Twitter has 140 million monthly active users.

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