Twitter has 284 million active users, but (by the company’s own admission) several times more than this who “use” the service without ever actually logging in. For example, users of third party applications and websites who see tweets on those platforms, perhaps shared by other Twitter users and brands.
Indeed, the company says that there were some 185 billion tweet impressions off Twitter in 2014.
That figure represents an enormous opportunity, and Twitter would love to reach even a small percentage of that audience with its promoted products. Today, the company announced a partnership with Flipboard and Yahoo Japan that will syndicate promoted tweets outside of Twitter for the first time.
Senior Director of Product Ameet Ranadive writes about what to expect.
Let’s say Nissan is running a Promoted Tweet campaign on Twitter, but also trying to reach similar audience on a mobile application like Flipboard. Through this new partnership, Nissan could run a Promoted Tweet campaign on Twitter, with specific creative and targeting, and simultaneously run the campaign off Twitter, with the same targeting and creative in the Flipboard app. Best of all, because Flipboard already integrates organic Tweets into the app, the Promoted Tweet will have the same look and feel that is native to the Flipboard experience.
It’s early days but, if successful, Twitter ads away from Twitter could be hugely lucrative for the company and massively expand reach for advertisers.