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Twitter Expands the Boundaries for Promoted Tweets

Every couple of months, Twitter inches slightly closer to their goal of becoming an advertising force in social media.

This week’s action was pushing Promoted Tweets out to the mobile apps. More importantly, they expanded who sees the ads and that’s great for marketers.

Previously, Promoted Tweets only showed up in your stream if you followed that brand. Now, advertisers can choose to show Tweets to anyone with similar interests.

The way I interpret this is, if I’m following Coca-Cola on Twitter, then Pepsi can choose to send me their Promoted Tweets.

Twitter says they decided to make this move because the response they got to their mobile testing was positive. Will it stay that way?

It does seem that people have stopped carrying on about the presence of advertising. Perhaps they’ve finally realized that it’s not only necessary if they want the app for free, but it can be helpful.

Yes, I said it. Advertising is a good thing. I know I’m preaching to the choir here, but perhaps my word will spread to the masses and people will learn to embrace ads, not run from them.

Twitter says 55% of the more than 100 million regular users check in at least once a month using a mobile app. With the upgrades in navigation and presentation, this number should continue to climb.

I had a real love affair with Twitter at the start, then broke away for several months. Now, I’ve found I really enjoy sitting on the couch, flipping through the day’s tweets with my iPad. The app allows me to easily click through to read submitted articles and I feel like I’m getting more out of Twitter than ever before.

How about you? Do you use Twitter on mobile? How does it fit in to your marketing plan?

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  • http://www.mattcutts.com/blog/ Matt Cutts

    I fear that Twitter is ruining itself by adding ads and focusing on making money. I hope they keep their ads limited, like we do at Google.