Digital advertisers are always hungry for insights about people and markets. Twitter is serving the same in its latest announcement. Twitter states on its blog, “Insights about people and markets help advertisers create powerful messaging that resonates. Today, we’re excited to introduce audience insights, a new tool to help advertisers better understand key audiences on Twitter.”
Named as “Audience Insights”, the new feature can easily discover valuable insights about your followers and the people who have engaged with your organic Tweets. You can also identify new, relevant audiences to target for an upcoming campaign. Additionally the audience insights dashboard provides aggregate information about user demographics, interests, purchasing behaviour and more.
Talking in depth about the feature, Andrew Bragdon states that Audience Insight will help brands improve their paid and organic strategies on Twitter. 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 their 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.
Additionally, audience insights can be used to learn more about your followers and the people who engage with your Tweets, and then tailor your targeting and content accordingly. Another great feature is the ability to compare audiences. For example, you can see how information about your followers indexes against Twitter’s audience.
While it is good news for advertisers, users may be concerned about their privacy. Twitter has taken care of user security, it states that, “All information is aggregated, derived from Twitter data sources and information that is matched from our Marketing Platform Partners, such as Datalogix and Acxiom. This allows advertisers to see aggregate insights, while keeping user information private.”
However, the information, aggregated to protect user privacy, is currently only available for U.S. Twitter users. Twitter said it plans to roll it out more broadly in the coming months.
Facebook had launched Audience Insights last year with a similar objective. The idea was to give marketers trends about their current or potential customers across Facebook, allowing them to tailor their marketing messages based on what the tool surfaces.
With a disappointing Q1 2015, Twitter’s audience insights can instill confidence in advertisers, thereby improving next quarter’s revenues.