Previously twitter did on offer Promoted Products campaigns by gender. It’s a tough feature for Twitter to pull off since Twitter does not ask people to share their gender on Twitter, and some people don’t identify themselves by gender anyway. Further, Twitter says that they are not aware of any “male” or “female” businesses or organizations.
Despite these factors, Twitter says that there’s value to having more contextual signals, including gender, so that messages reach the most relevant audience. Just as marketers don’t want their ads to reach people who aren’t interested in their message, people don’t want to see mistargeted ads.
Twitter says its has been working on using a variety of signals that could help us understand its users’ gender reliably, while maintaining the simplicity of the Twitter profile that our users value. These signals have proven effective in inferring gender, so starting today, they are making gender targeting available to all marketers.
Similar to their approach to interest targeting, they are able to understand gender by taking public signals users offer on Twitter, such as user profile names or the accounts she or he follows. A panel of human testers has found our predictions are more than 90 percent accurate for our global audience. And where it can’t predict gender reliably, Twitter doesn’t –– and those users won’t be targetable through this feature.
We think marketers will find many interesting uses for this feature, which will in turn lead to a better experience for users. For example, a beauty brand could deliver a Promoted Tweet to women about a new line of cosmetics without having its message delivered to men not likely to be interested in that content.
Along with their recent additions in targeting options, including geo, interest and mobile, gender targeting is yet another way for marketers to reach a more specific audience directly, and to get more value out of advertising on Twitter.
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