Twitter has begun beta testing promoted tweets and videos for the platform's logged-out experience, providing advertisers with a new way to scale campaigns for a larger audience outside the normal user base.
As a follow-up to the broadened availability of ad syndication announced earlier this year, Twitter—which draws 500 million monthly visitors who are not signed in as users–is exploring using the feature to support campaigns that drive website clicks, conversions and video views.
"By letting marketers scale their campaigns and tap into the total Twitter audience, they will be able to speak to more people in new places using the same targeting, ad creative and measurement tools," Deepak Rao, Twitter's revenue project manager, wrote in a blog post this morning. "Marketers can now maximize the opportunities they have to connect with that audience."
There are three primary ways people can access the logged-out version of Twitter: search, link sharing (when a user sends a tweet to someone who isn't a user), and Twitter's distribution network (tweets that show up elsewhere on the Web like those embedded in articles or websites).
This year, Twitter worked to build a following beyond its active user base. In October, it launched Twitter Moments, which let visitors who aren't logged in view curated tweets related to major news events.
For now, the promoted tweets and videos will only show up on profile pages and tweet detail pages on the desktop version of the site. The gradual rollout will begin with selected advertisers in the U.S., U.K., Japan and Australia.