Twitter advertisers, rejoice — reaching the right audience just got a whole lot easier, thanks to a new tool called Twitter Personas.
The tool, which launched on the social media platform late last week, gives advertisers new insights into different groups of Twitter users and helps brands promote their campaigns to the most relevant audiences.
Twitter Personas covers many different user groups, including college graduates, professionals, seniors, parents, small businesses, millennials, baby boomers and users with annual incomes of more than $100,000, among others, according to Twitter's advertising blog. And with just a click of a button, advertisers can target these groups with their campaigns.
So, how does Twitter Personas work? To learn more about these different groups of users, access your audience-insights dashboard, and then filter your audience group by one of the "personas" (i.e., target audiences) available. Then, you can see information about your chosen audience, like their interests, consumer behavior, lifestyle and mobile usage. And when you launch a new ad campaign, you can add your chosen personas to your target audience. [Twitter Advertising: 5 Best Practices to Follow ]
You can also combine Twitter's existing targeting options in order to refine your target audience. For example, advertisers looking to reach millennials using iOS devices can select "millennials" from Twitter's persona options, and then choose "iOS" as a mobile platform, to target that specific audience, according to Twitter's blog.
Currently, Twitter Personas is available only in the United States, but Twitter plans to roll out the feature more broadly in the future.
Along with Twitter Personas, the social media company also announced some new enhancements to the audience-insights dashboard. These additions, which are now available globally, provide advertisers with more information about users' demographics, interests, purchasing behavior and more. You can read more about these new Twitter features here.