- Category: March 2013 - Social Media Marketing
About a week ago Twitter Ads API has been announced. Since Twitter launched Promoted Tweets in April 2010, marketers have come to the social media platform to reach new audiences and engage with more than 200 million active Twitter users on the web, on mobile devices, and on tablets.
As interest in Twitter has grown, the company continuously stated to focus on delivering “better” ads for users, not ”more” ads, since the company is convinced that their system is working so well because of the fact that users like the ads experience on Twitter and rewards marketers for being good, not for being loud. Quite obviously, this approach encourages ads that are engaging, relevant and useful.
Towards this goal, Twitter is working on ways to make it easier to manage campaigns and get more value out of advertising. One important step is to enable a diverse group of companies that can integrate seamlessly with the ads platform. The Twitter Ads API is being tested since January with partners, providing companies with fuller set of options to manage advertising on Twitter.
What this means is that as a marketer, you’ll soon have the ability to work with an initial set of Ads API partners to manage Twitter ad campaigns — and integrate them into your existing cross-channel advertising strategies.
Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices — all at scale.
In addition to this new Ads API, Twitter also announce the first five partners who have built on the Twitter platform and are beginning to offer Twitter advertising features to a limited number of their clients:
Twitter has chosen these beta partners since they offer products that address some of the most pressing needs of marketers, but they are currently already evaluating the next round of partners to join the program.
The Twitter Certified Products Program is also evolving to include ads products. In the coming months, Twitter will begin to certify ads products that integrate with the Twitter Ads API and consistently improve marketing efficiency and ROI.
Twitter states that this is just the start of efforts that will give advertisers more choice. Fact is that for partners who are ad tool providers, the Ads API represents a new way for their expertise to meet the needs of their clients.
Roughly a month ago, Twitter also introduced Vine - a mobile service that lets you capture and share short looping videos. Like Tweets, the brevity of videos on Vine, between 6 seconds or less, inspires creativity – just have a look on some example videos: http://vine.co/v/bMp2XwKaHFQ or http://vine.co/v/biTaEEwdq2n?1
You can read more about the app on the Vine blog. Vine is currently available on the iPhone and iPod touch, but is currently working on bringing it to other platforms. You can download it for free from the App Store.