Event targeting can be a great marketing tool, especially if your product or brand is linked in some way with a popular up-coming event. Or it can open up new marketing opportunities based on events around the globe. Here’s some more details.
“Use audience insights to identify events in the Twitter calendar that attract your desired demographic. Insights will give you details such as gender and device breakdown to help identify specific marketing opportunities.
From the analytics dashboard, select the Events tab. From here you can browse by date, event type and location, as well as search by a specific event name.
Event Targeting currently only covers 16 countries and then ‘global’ for events that transcend specific countries, such as the World Cup or other holidays which are observed in a number of countries, such as April Fool’s Day (1st April).
If your brand has a light or funny tone across its’ marketing strategy, targeting something like April Fool’s Day could be a good start. As with all events and opportunities, tie it in to your own brand message and strategy.
— MizMooz (@MizMooz) April 1, 2015
Twitter recommends beginning your targeting and engagement about 30 days before the actual event and then also engaging with pre-event tweets.
From there, you can engage with real-time tweets at the very start of the event and then utilise promoted tweets as it progresses. During the event and the conversation spike, use quick promoted tweets, and as the event dies down, and during the following 30 days, re-engage and re-market with tweet engager targeting.
For a more detailed, step-by-step guide to event targeting on Twitter, check out their guide here.”