Weekly Wrap Up: Facebook and Twitter Introduce Features to Improve Targeting
Serendipit discusses targeting changes for both platforms and what this means for your social media strategy.
Social media platforms Facebook and Twitter are introducing new features that will impact the targeting of content, ads, and/or videos.
Twitter is introducing a new featured called event targeting, which allows advertisers to view a schedule of upcoming live events that could potentially trend and check out information, such as the potential audience size. Advertisers can then purchase ads to run within a seven-day window of the event. The calendar will include events such as holidays, music festivals, sporting events, popular TV shows, and political events.
As video is becoming increasingly popular, Facebook introduced a few new features to its videos. Users can now eliminate third party embedding or house videos under a tab separate from the rest of the newsfeed. But perhaps one of the bolder new features that the platform is introducing is the series of restrictions that one can set for a video. Users can now restrict their video audience by age and gender to target specific audiences. Previously, users could only restrict based on location and language.
Both of these changes indicate important factors that advertisers should note for each of these platforms. It is clear that video is dominating Facebook and Twitter trends has the potential to make a large impact – both things to consider when developing your social strategy for these platforms. Social media is constantly evolving and changes are implemented often. Therefore, it is essential to stay on top of new features and see how they can work best for your brand to order to stay relevant.
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