Twitter has been making a number of changes recently, and with the launch of their new targeted-advertising I think that they are going to finally find that business model they were looking for.Twitter has used promoted tweets and more recently brand pages to help marketers reach their audience, but with limited success.
Targeted ads will let marketers deliver promoted tweets from accounts based on a specific user (or group of users) interests. Interests are determined by the topics of tweets.
I love the idea of targeting users based on subjects for two reasons
1. Consumers expect relevancy and convert more off meaningful ads
2. Marketers will pay for targeting – as it leads to higher conversion (see bullet 1)
What makes this more interesting is what it could do to the service offering of influence measurers like Klout. They have been using their perks program (targeting users based on influence / reach on a particular topic) with some success but there is high skepticism around the model and score calculation
Announced changes to their API left some core users, and platform providers upset. But with this new service offering it makes even more sense. Changing some of the terms of service (what data gets in, what doesn’t, how much/little), Twitter can now provide further assurances that this advertising will be delivered.
The monetization of Twitter has always been a question mark. People have always been skeptical about using advertising on Twitter, but we knew it was coming.
Implementing a proven model of relevant content based on user behavior (see Google, Facebook) will generate future success for the platform.
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