Twitter Announces Enhancements To Its Audience Insights

In May, Twitter unveiled Audience Insights to provide brands with more valuable information about the people that they reach on the platform. Now, the company has announced upgrades to its insights functionality including new demographic data, buying behavior information and more.

As part of its upgrade, Twitter is introducing “Personas,” which can provide auto dealerships with quick methods for categorizing audiences based on similar attributes, including targeting groups such as millennials, baby boomers, business decision-makers and others. Dealers can target their chosen demographic group in a campaign with just one click, though they can also choose to refine the audience within each persona.

Additionally, Twitter’s Insights dashboard now allows users to directly access information such as who has visited their website and who has installed, purchased or signed up for specific apps. This information has been collected by Twitter for quite a while, and it is now being made available to advertisers to be analyzed directly from the Insights dashboard.

Overall, Twitter’s new features simplify ad targeting, making the enhancements a welcome addition for marketers on the platform.

“You also have the option to add additional targeting types to refine your audience,” explained Twitter product manager Andrew Bragdon in a blog post. “For example, if you want to reach millennials who are using iOS, you can simply select ‘millennials’ and then choose ‘iOS’ as a mobile platform to discover more about this specific group of users.”

Campaign and Tailored Audience Insights are available to all Twitter advertisers globally. Currently, “Personas” are only available in the U.S., but Twitter says that it’s planning to roll it out more broadly in the future. To try out the new features, go to ads.twitter.com and click on “Audience Insights” from the Analytics menu. Alternatively, you can click on “Followers” at analytics.twitter.com.