Twitter is making it easier for brands to inject themselves into the conversation during major events.
Today, the platform launched a new product for marketers that will help brands target people during offline events when there’s a lot of conversation online, like the Oscars or the Super Bowl.
Obviously, there is already no shortage of brand tweets during events, but companies previously had to figure out the demographics, geographical locations, dates and handles. Now, companies using Twitter Ads have access to an event listings with audience data based on past years’ information so they can accurately aim at its desired audience.
The event calendar sounds like @AP_Planner, but useful with sports, holidays, music festivals, major television shows, and politics from the U.S., United Kingdom, France, Brazil and Japan. Tweets are directed at users based who they follow and their past behavior.
So, does that mean more dumb brand tweets, such as this Sharknado debacle from Doritos, are going be placed in people’s timelines? Maybe!
“At the end of the day, the best content always wins,” Ameet Ranadive, senior director of revenue products at Twitter told TechCrunch. “Brands typically investing in these events, they do take the time to prepare and make sure that they’re being as relevant as they can.”
More so than Facebook or Google, Twitter has been the go-to place for people to talk about events. So, it makes sense that the platform is improving its targeting efforts and appease shareholders. The news comes at a time when Twitter is searching for a new CEO to replace Dick Costolo — and posted weaker than expected revenue last quarter.