Twitter Inc (NYSE:TWTR) is offering a new feature that will enable advertisers to target users based on their language. The micro-blogging site has taken the step to pull in more advertisers. Twitter earns the largest portion of its revenue from advertising, which was 90% of sales in the first quarter of this year.
“Advertisers can now target Promoted Tweets and Promoted Accounts in languages that their audience understands, while users are eligible to see highly relevant ads in their language,” Nippon Malhotra, group product manager-revenue at Twitter Inc. (NYSE:TWTR) said in a blog post.
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Ads targeting language will earn more customers
Advertisers were already targeting people based on their interest, keywords, gender, and geography and, now, language is the latest addition to it. Malhotra said in the blog post that advertisers will be able to focus on promoted tweets and promoted accounts in languages that their audience understands, and users will be able to see more relevant ads in their language.
The new feature will be available in 20 different languages. Twitter Inc (NYSE:TWTR) uses different signals to identify a user’s language, along with the language listed in the user’s profile setting and the language used in the user’s activity on Twitter.
“Language targeting can benefit marketers who want to reach a global audience with language-specific messaging, or who are in countries where large populations speak multiple languages,” said the blog post.
New feature could boost Twitter’s slowing growth rate
It has been a cause of concern for social networking sites to capitalize on their massive user base and earn revenue from them. Twitter Inc (NYSE:TWTR) posted a loss of $132 million for the latest quarter. The loss has triggered such firms to look for revenue streams elsewhere. The company expects that advertisers will be better able to target customers who are based outside of the United States, and the number of such users is pretty significant.
Twitter Inc (NYSE:TWTR) shares have not been performing well since the company reported slower than expected user growth. Recently growth on the social networking platform has dropped. For the first quarter, Twitter reported that it has an active user base of 255 million and that the number of monthly users on the platform increased 5.8% in the first three months of the year compared to the previous quarter. That growth rate was below analyst expectations, taking down shares with it.