Twitter CEO Dick Costolo recently said at a conference in Cannes, France, that the company plans to roll out its paid social media marketing offerings in 50 countries. Twitter has been more aggressive with its ad content in recent months, bringing Promoted Tweets to mobile users and bolstering its targeting capability.
According to Costolo, the move is a result of the site’s rapid growth around the world. Moreover, companies using the site to advertise are often global brands looking to expand their reach. Providing these businesses with the ability to advertise to users in different countries will help them expand their social campaigns and international engagement.
At the conference, Costolo said that mobile use has been a key driver of the site’s growth around the world. Brafton recently reported that Twitter’s users frequently turn to smartphones to Tweet. In fact, 60 percent of all account-holders use various mobile apps or the browser on their tablets or smartphones to create or access content on the site.
The announcement from Costolo is just another example of the frequent innovation and improvement from the site in recent months, many of which have focused on helping marketers build organic (rather than paid) influence. Brafton reported, for example, that Twitter has added a feature that allows users to preview content shared from sites, such as The New York Times, Wired magazine and others, to help them determine content relevancy and to encourage clicks.