Twitter has rolled out an enhancement to Promoted Tweets that lets advertisers target a subset of users, Mashable reports.
Called targeted tweets, the feature lets advertisers send tweets to specific audiences without tweeting to all of a brand’s followers. Twitter has been quietly testing the feature with a handful of advertisers including British Airways, Coca-Cola, The Washington Post Co. and Wendy’s. Twitter announced on Thursday, July 19 that the feature is available globally to all users.
As an example of how the program works, Twitter showcased a British Airways tweet, which was just sent to UK users.
Advertisers can start using the program via the Tweet box in ads.twitter.com. As with other Promoted Tweets, advertisers only pay when users engage with them. Tweets that generate the most engagement are also likely to appear more often.