An up-to-date look at what's happening on Twitter- Product Pages & Collections, Audience Insight Personas, Installed App Category Targeting & Periscope.

1. What’s
Happening
on
Twi1er…
Product
Pages
&
Collec0ons
What
It
Is
In
an
effort
to
provide
a
more
customized
experience
while
exploring
new
products
and
informa9on,
Twi<er
has
introduced
dedicated
Product
Pages
and
Collec9ons.
With
both
features
currently
in
beta,
this
is
the
plaCorms
largest
step
in
its
effort
towards
social
commerce.
Dedicated
Product
Pages
will
host
content
such
as
Tweets,
photos,
video
and
purchase
informa9on
on
popular
products.
Curated
Collec9ons
will
be
endorsed
by
influencers
like
Demi
Lovato
and
Lebron
James,
showcasing
their
favorite
products
that
users
can
purchase
directly
from
the
site
or
app.
Brand
Applica:on
Product
Pages
will
be
a
great
place
for
brands
to
drive
e-­‐commerce
directly
through
the
plaCorm,
however,
will
increase
the
challenge
of
having
products
stand
out
among
a
larger
conversa9on.
With
Collec9ons
being
selected
by
the
influencers
themselves,
this
will
further
intensify
the
value
of
influencer
marke9ng
and
how
brands
can
get
involved
in
this
space.
Twi<er
has
not
yet
confirmed
if
brands
will
be
able
to
par9cipate
in
the
selec9on
of
products
on
Product
Pages
or
Collec9ons.
Collec0ons
Product
Pages

2. Audience
Insight
Personas
What
It
Is
Twi<er
has
introduced
Personas
to
its
Audience
Insights.
Personas
(as
shown
below)
are
a
preset
group
of
relevant
consumers
–
parents,
baby
boomers,
college
grads,
ect.
When
iden9fying
the
appropriate
Persona
for
a
campaign,
adver9sers
can
view
addi9onal
informa9on
on
each
group
such
as
consumer
behavior,
mobile
usage
and
lifestyle.
Twi<er
Personas
are
currently
available
only
in
the
US,
however,
the
plaCorm
plans
to
roll-­‐out
this
feature
globally
in
the
future.
Brand
Applica:on
The
tool
not
only
enhances
Twi<er’s
targe9ng
but
gives
adver9sers
and
brands
a
more
personal
look
into
user
ac9vity
on
the
plaCorm.
Having
the
ability
to
combine
this
new
feature
with
the
plaCorms
pre-­‐exis9ng
targe9ng
capabili9es
will
allow
brands
to
not
only
reach
a
much
more
defined
audience
but
be<er
understand
their
key
markets’
interests.

3. Installed
App
Category
Targe0ng
What
It
Is
Twi<er
now
allows
adver9sers
to
target
users
based
on
apps
they
have
previously
downloaded.
The
idea
is
for
brands
to
not
only
use
this
feature
to
target
users
who
have
downloaded
similar
app
products,
but
to
further
learn
the
market
and
users’
interests.
Twi<er's
project
manager
for
revenue,
Deepak
Rao,
adds
an
“adver9ser
may
know
that
produc9vity
app
users
also
tend
to
use
finance
apps,
so
they
can
target
the
“Finance”
category
to
connect
with
new
people
who
are
likely
to
be
interested
in
their
app.”
Twi<er
also
released
an
analy9cs
dashboard
to
show
how
these
targeted
ads
are
performing.
Installed
App
Category
targe9ng
is
now
open
to
all
adver9sers.
Brand
Applica:on
While
this
feature
will
be
most
applicable
for
brands
driving
to
app
installs,
it
opens
insight
to
a
new
level
of
mobile
user
engagement.
Being
able
to
learn
the
interests
of
a
users
mobile
ac9vity
and
interests
will
help
brands
and
adver9sers
further
decipher
how
to
not
only
target
but
engage
a
specific
audience
set
on
mobile
vs
desktop.

4. How
Brands
are
Using
Periscope
While
Periscope
does
not
yet
offer
ad
opportuni9es,
brands
are
geZng
crea9ve
with
how
they
are
leveraging
the
live-­‐stream
app.
Nestlé
launched
a
Periscope-­‐based
campaign
this
June
themed
around
the
Summer
Sols9ce.
The
live
stream
involved
mul9ple
Periscope
influencers
sharing
custom
summer9me
content,
all
around
Nestlé's
Drums9ck.
The
influencers,
including
Keaton
Keller,
included
#ad
in
their
content
to
indicate
the
posts
sponsorship,
as
they
would
across
other
channels
like
Facebook,
Twi<er
and
Instagram.
Because
of
the
app’s
direct
connec9on
to
Twi<er,
Tweets
from
the
brand
were
automa9cally
shared
linking
to
the
promoted
broadcast.
Nestle
is
the
first
brand
to
take
on
a
sponsored
streams
on
the
plaCorm.
With
organic
campaigns
already
launched
by
brands
like
Red
Bull,
Spo9fy
and
DKNY,
an
ac9ve
interest
in
leveraging
influencers
for
more
sponsored
streams
is
expected.
The
app’s
ability
to
capture
real-­‐9me
events
and
moments
is
an
adver9sing
trend
for
brands
that
will
only
increase
with
the
opportunity
to
include
influencers,
expanding
brand
reach
and
awareness.