Twitter Gives Businesses Audience Insights

Chris CrumAdvertising

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Twitter just announced the launch of a new tool to help advertisers better understand key audiences for their ads on Twitter. It's called Audience Insights, and lets you discover information about your followers and people who have engaged with your tweets organically.

The offering also enables advertisers to identify new and relevant audiences to target for future campaigns. There's a dashboard that shows aggregate info about user demographics, interests, purchasing behavior, etc.

"There are multiple ways to leverage audience insights," explains product manager Andrew Bragdon. "For example, if you’re running a campaign to increase awareness about a new cosmetics line, you can use this tool to learn about your potential customers on Twitter — the beauty products they’ve recently purchased, what fashion trends they’re interested in and even TV viewing behavior. Based on this information, you can identify the best segments to target within Twitter Ads, along with which creative — such as a Vine or video clip — your audience will find most compelling."

"You can also use audience insights to learn more about your followers and the people who engage with your Tweets, and then tailor your targeting and content accordingly," he adds. "For instance, if you’re an app developer and see that the majority of your followers use an iPhone, you can make sure your rich media is tailored for that device."

Audience Insights also gives you the ability to compare audiences.

Twitter says privacy was a big priority with Audience Insights, which is why all info is aggregated, and derived from Twitter data sources and matched from Twitter's Marketing Platform partners like Datalogix.

The offering is available to all advertisers and analytics users. Twitter-specific info can be accessed within the U.S. for now, and more broadly over the coming months. You should be able to find the dashboard from the Followers drop down at ads.twitter.com or under Followers at analytics.twitter.com.

Last week, Twitter announced the global rollout of objective-based campaigns, reports, and pricing.

Images via Twitter

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.