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In addition to geographic and interest-based targeting options, Twitter has recently added the ability to target advertisements based on user gender. Because many users do not even go by their real names when using the micro-blogging site and with no gender information required during account creation, it might seem difficult for the social platform to offer such a service to its paying tweet promoters. That’s where the beauty of analytics comes in: Twitter is still able to predict a user’s gender based only on the content of their tweets. The social media service is able to guess the gender of a user when tweets contain certain words or expressions that are likely to be used by either male or female users.
Linguists have even been using the vast trove of modern language data available on Twitter to conduct analyses on usage differences between men and women, adding validity to the new targeting capabilities.
So far, testers are reporting that this new way to advertise has been displaying ads that are relevant to their gender 90 percent of the time, a fairly solid result at the end of the day. However, since the system is not yet working perfectly, users could still get an irrelevant ad from time to time which may upset some of the most active users.
Thinking about adding Twitter to your communication strategy or advertising through social platforms? ARTÉMIA Communications can help you grow your network and develop content to make your company a social media champion. Give us a call today to start your social adventure!
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