For marketers wanting to take advantage of popular events as they unfold in real-time, Twitter has long been the go to social network. Its ability to document events on a tweet-by-tweet basis and the viral nature of some of its hashtags make it a real-time marketers dream.
However, it seems that being the top dog when it comes to live events isn’t quite enough for Twitter and it wants to extend its influence further. That’s where event targeting comes in.
The new advertising feature is designed to help businesses and brands connect with people and engage them as live events unfold on the social network.
Until now, real-time marketing on Twitter has involved a lot of guesswork in terms of the hashtags being used and the discussions being had across the world.
Twitter said in a blog post yesterday that event marketing will revolve around three primary tools: the event calendar, event insights and event activation.
The event calendar collates global events in a format that makes them easy to see and includes events related to sports, holidays, festivals, TV, music and politics in the US, the UK, France, Brazil and Japan.
Event insights comes into play once you have identified an event that you want to target. It provides useful information relating to the event and offers insights into how the audience engaged with it based on the previous year’s data. Total reach, device breakdown and gender are some of the particulars available.
Having researched your event audience, event activation allows you to create a campaign which targets them with just one click. Your campaign can be further refined using other criteria like gender, language and device.
Twitter says: “Over the last few months, our clients have been telling us how event targeting helped them drive incredible scale and engagement in their campaigns.”
Do you try and target live events with your marketing? If so, this new feature from Twitter could prove invaluable.
All Twitter advertisers globally can now start taking advantage of event targeting. Simply log in to ads.twitter.com and select “Event calendar” from the Tools menu. If you don’t yet have a Twitter Ads account, you can sign up by visiting ads.twitter.com/getstarted today.