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What Do Twitter’s Advertising Changes Mean For Marketing?

Twitter’s advertisements, first launched in 2010, are some of the least intrusive out of all social media platforms. Ads are seamlessly worked into the Twitter Stream and “Who to follow” sections. Twitter has now opened up its advertising platform to third party services like HootSuite. As Twitter said in their announcement on Feb. 20, their “focus has been on delivering better ads…not more ads.” Creating ads is easier than ever and can be done through your third party social media management software. Marketers now have more precise control over their campaigns and can target their ads to a much larger degree.

Cross-Channel Management Will Be Easier
Facebook and LinkedIn already allow advertisers to control how their ads behave on their platforms. Twitter has finally joined them. Prior to these changes, all Twitter ads had to be managed manually on Twitter’s website interface; this was time-costly because many advertisers want to use programs that allow them to change elements across an entire campaign. This new feature will make it easier for marketers to manage those campaigns. Since January, they have been testing the Twitter Ads API (application programming interface) with their partners; the service officially launched on Feb. 20. This means that marketers will be able to work with their Twitter ads using the services that they already use to manage advertising on other channels. For access to the Ads API, Twitter is partnering with Adobe, HootSuite, Salesforce, Shift, and TBG Digital. Twitter is currently evaluating other partners interested in joining the program.

Harness News and Events in Real Time
In addition to being more convenient for marketers, the new ad API will allow you to harness the natural news cycle in your ad campaigns. Users can make real-time changes to their ads to take advantage of special events, breaking news, and many other factors that may change the content of their ads.

More Targeted Ads
These new changes allow you to target specific interests, genders, locations, users like your followers, and users who log in on specific devices, which is good for those targeting mobile users. Agencies can quickly set their advertising budgets and schedule their campaigns. The additional options for targeting ads are quite an improvement. While the difference for small businesses may not be apparent, according to Mashable, the changes will affect big brands that run huge campaigns. Rather than manually sending different tweets based on demographics (for a 20-year old man or 30-year old woman, for example), the changes can be automated.

What This Means for Marketers
The social media site will likely receive a flood of new marketers now that their ads are more easily managed and targeted. You will be able to set automatic alerts to let you know when your tweets start trending. You’ll be able to seize opportunities as they happen, rather than waiting for changes to take place. Marketers should welcome these changes on Twitter, as now popular tweets can be seen quickly by as many people as possible. Finally, you’ll be able to coordinate your Twitter campaigns with those on Facebook and LinkedIn more easily. Because Twitter tries to integrate promoted items with as little interference to the user experience as possible, the users are more receptive to these ads. You’ll likely notice that Twitter hasn’t received nearly as much bad online publicity since they’ve opened their network to ads as Facebook has. To ensure items you want to promote are as user-friendly as possible, make your content interesting, unique, and engaging.

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