Twitter has launched a new advertising product that will allow brands to advertise specifically to consumers based on the words they’re tweeting. That means the content of your tweets is going to start having a greater affect on the ads you see on Twitter.
Previously, advertisers could target Twitter users based on their general interest graph, only part of which was based on the actual content of a user’s tweets. But this is a brand new product that could be huge for Twitter.
It both improves the targeting and makes ads more relevant for users, and also gives advertisers more chances to surface tweets on your stream when you’re tweeting about related topics. The company has been ramping up advertising and money-making products this year, working to improve the quality of ads on Twitter and the users it can reach.
Twitter explained what this means for the user logging into Twitter:
For example: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue. That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area.
The company emphasized that this doesn’t mean users will necessarily see more advertising, and in fact, by allowing advertisers to target the words in your tweets, Twitter believes the product could make ads even more relevant for you, as they do in the concert example. And for advertisers, there’s a lot more intent inherent in the words you’re tweeting — tweeting about your favorite music artist is probably more of a committent on your part than just following the artist on Twitter.
Here’s a screenshot of what the product will look like for advertisers, who can pick the keywords to target: