Twitter's New Interest Targeting Is Interesting, But Will It Work?

Unlike Facebook, which focuses on clearly identified audience segments, Twitter has decided it will identify target audiences based on “interests.” This sounds great – but will it work?

In its post announcing the new offering, Twitter brands interest targeting as something that will allow businesses to “reach the right audience.” Let’s explore.

Today we’re taking an important next step by allowing you to target your Promoted Tweets and Promoted Accounts campaigns to a set of interests that you explicitly choose.