Twitter is hoping to help marketers better understand their Twitter audience by adding a tool that will give them deeper user behavior around organic tweets.
The audience insights dashboard tool adds some similar insights as the Facebook advertising platform with aggregate information on user demographics, interests, and purchasing behavior as well as what television shows users watch and their mobile usage. These new insights are expected to help advertisers identify a more relevant audience for upcoming campaigns on the platform.
“You can also use audience insights to learn more about your followers and the people who engage with your Tweets, and then tailor your targeting and content accordingly. For instance, if you’re an app developer and see that the majority of your followers use an iPhone, you can make sure your rich media is tailored for that device,” a Twitter blog post about the new insights states.
Will these new insights help boost advertising on Twitter? The company needs it right now. It had slower than expected growth in advertising sales this last quarter and even die-hard fans and early investors think the company needs some help. Early investor Chris Sacca recently scribed a blog post warning Twitter that he would soon be sharing a few thoughts on what the company needs to do now.
“I write all this because I am soon going to post a few things that I personally hope the Twitter team will accomplish,” Sacca wrote.
Offering more profound insights about organic user behavior may be an answer to some of this frustration and may help to lure brands to spend more ad dollars on the platform.
The audience insights tool is now available to all Twitter advertisers and analytics users. Twitter-specific information can be accessed within the U.S., with plans to roll this out more broadly over the next few months.