Content Marketing Blog

Twitter introduces Targeted Tweets feature

Many brands utilise Twitter as part of their wider social media strategy because it is a great way of reaching a global audience and sharing original content with people from all around the world.

But what if you want to only communicate with consumers from a certain location? Let's say you are running a giveaway in only one town, or offering a discount at a particular store, and want only to inform followers in that area.

Previously your only option was to send that message out to all of your fans no matter their location, potentially leading to some people feeling left out or excluded.

Twitter is looking to address that concern with its new Targeted Tweets feature, which is set to allow advertisers to communicate with a select audience without having to include followers who might not find the information relevant.

Twitter product manager Kevin Weil announced the feature in a blog post published yesterday (July 19), explaining that it has the potential to take connectivity on the microblogging service to a whole new level.

"Until today … there was no way to reach people in New York without also reaching followers in Norway, Nebraska and Nigeria who can’t take advantage of your offer," wrote Mr Weil.

"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."

International companies like British Airways, Coke and Wendy's have already had access to the feature, which has been in the testing phase for several weeks, so you might already have seen a Targeted Tweet or two.

Now all advertisers who use Twitter will be able to use this new technology, so the world's most famous microblogging service might be about to get a whole lot more local.