Twitter adds new audience-management features in its latest update

Social media marketers have new toys to play with as Twitter adds useful audience-managing tools to its platform. Next time you post a tweet, you’ll be able to dictate who should read it as well as analyse how well it has performed.

In the latest update, Twitter has added features such as audience list upload, audience manager and new supported ID types for creating audiences — specifically, email addresses, Twitter usernames or IDs and mobile phone numbers and mobile advertising IDs. How these advertising methods will affect common users is yet unknown.

After adding your target audience you’ll be able see the details of all of your audiences in one place, change or delete them and get notifications on the status of those specific audiences. This is done using the new Audience Manager tool.

For finding how well your posts have performed and setting up campaigns, marketers can make use of ads.twitter.com, which shows the number of times users saw each tweet, measures the interaction and gives a percentage of the total engagement rate. It appears a lot like Google’s Analytics. The dashboard gives you an accurate measure of traffic and it’s easy to get your head around the interface. The dashboard of the analytics website allows anyone to see the nitty-gritties of their tweets, including the number of Favourites, Retweets and Replies each post has received.

“To augment the total reach of tailored audiences you can create using your customer info, you can now build audiences using mobile phone numbers in addition to email addresses,’ says product manager Kelton Lynn in the official blogpost. “We also support Apple iOS and Google Android mobile advertising IDs so you can create audiences of users with your apps installed or who take certain actions like viewing a product or achieving a level in your apps. We have extended this functionality to our Ads API so you can have the same functionality if you prefer to work directly with any of our Ads API partners.”

Twitter has given users the option to opt out of tailored ads. You can uncheck the box in your privacy settings next to “Tailor ads based on information shared by ads partners”.