Twitter takes a risky step into advertising this month, as it announces its launch of paid advertising being dropped into an individuals Twitter stream. Longstanding advertisers such as Virgin, Starbucks and Red Bull have already bought into this new service.
Interestingly enough, it was only six short months ago that the micro-blogging service banned third party clients from injecting any kind of paid tweets into an individuals stream stating on the company blog that it did not necessarily look to preserve the unique experience Twitter has created.
Yesterday’s announcement made clear that this project would roll out slowly, and start with a smaller pool of its 175 million users by showing the paid tweets only to people who use HootSuite, a popular third party client.
Advertising will target people based on the kinds of products or people they are already following. For example, someone who follows other coffee companies or people who discuss coffee online would be a prime target for a Starbucks paid tweet.
“We look forward to working with Twitter to roll this program out and carefully gauge people’s reactions,” said HootSuite CEO Ryan Holmes. “With Twitter’s commitment to quality user experience and ad relevance, we’re confident these new types of tweets will be enjoyed by both users and advertisers.”
The change is quite significant for Twitter and its participants, as some people may see this as a disruption of their Twitter experience. However with its rapid growth from 140 employees in February to 300 today and additions to its staffing roster, the sales team has grown increasingly ambitious.
Source: Snoo
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