Today, Twitter announced language targeting, which is basically geotargeting on steroids for big global brands.
Language targeting allows a measure of targeting depth and nuance that has not been available until now, providing advertisers with the capacity to target Promoted Tweets and Promoted Accounts in 20 languages that their audiences understand.
It’s simple enough to use, but with some powerful implications:
Language targeting automatically detects a user’s language based on profile settings and user activity, and can be paired with already-existing targeting options based on interest, keyword, gender, geo or tailored audience segments to ensure your ads are getting to the right people in the right way. Here are some great use cases for this new targeting opportunity.
Targeting during global sporting events, music festivals, and holidays.
Say your brand is Tweeting out during an event like Wimbledon, where tennis fans from all over the word are tuning in. Make sure you’re rooting for the right players and building on fan love from their home countries by Tweeting out different content based on user language.
The same could be said for music festivals. Has your research shown that a music festival (or any kind of festival, for that matter) is attracting a particularly diverse audience? Are different events or musical guests at that festival more popular among some cultural demographics than others? Don’t make the mistake of throwing a one-size-fits-all Tweet at every attendee if you have the opportunity to go deeper. Consider building a different hashtag campaign around each major language represented at the event. For instance, #ILoveDrake in English would be #AmoDrake in Italian. This is a great way to build better, stronger connections with your followers. Of course, make sure to experiment with this tactic and then measure it, to make sure it’s right and/or effective for your brand.
The Epiphany on January 6 is a major holiday in Italy. Italians all over the world – not just those in Italy – celebrate this holiday. Why not use language targeting to reach Italians near and far from the geographical location itself and associate your brand with cultural celebrations in a positive way?
Targeting in large countries where multiple languages are spoken.
If you’re building a presence in a country where two or more languages are spoken (and along with those languages, different cultural norms are present), language targeting offers a terrific opportunity to identify who’s speaking what and reach them more directly.
Targeting paired with user interests.
Create better, more up-to-date user and customer personas by pairing language targeting with your knowledge of user interests. For instance, if I speak Spanish and often exhibit activity around Argentina and sports, it would be safe bet to advertise content centered around Argentina’s national team during the World Cup.
Targeting in the language a user is most fluent in.
Many people are multilingual. Twitter can detect this, and users can be targeted in multiple languages – or in the language they are most comfortable using. If 90% of a user’s activity on Twitter is in French and 10% is in English, you no longer have to waste your time Tweeting at this user in English because communicating with her in her primary language will be far more effective.
Targeting based on culture sensitivities and trends.
Take time to research what cultural sensitivities and norms go along with the various languages spoken within a country or region. In this way, you can avoid any social media mishaps or particularly offensive advertisements.
So what will language targeting do for you?
Which other targeting options pair with this new targeting option the best, in your mind? In which countries or regions do you think this new feature will help the most? Let me know in the comments below!