Twitter recently announced the addition of BlackBerry targeting to its social media marketing tools. Companies using Promoted Tweets and other forms of advertising on the site can now ensure that certain ads or links are seen only by users of Android, iOS and BlackBerry. Social marketing efforts aimed at mobile B2B buyers might benefit from this development.
Previously, mobile Promoted Tweets could only be targeted to users of iPhones and iPads, as well as those running Android on smartphones or tablets.
BlackBerry’s popularity in the consumer sector has shrunk considerably as both iOS and Android continue their rapid growth. However, many businesses deploying smartphones have opted to stay with BlackBerry. B2B companies looking to use social media marketing can target these prospects now with their Promoted Tweets. Marketers might take advantage of this by simply adding “BlackBerry” to ad text; as Brafton has reported, experts suggest that mobile content optimization should include smartphone brand references so users know campaigns were created specifically for them and trust that links will work with their devices.
Twitter’s growth has been largely due to increased smartphone use. The company reported last September that more than half its active users access the website from a mobile device. Brafton recently reported that Twitter now has more than 140 million active users, while the website processes nearly 400 million Tweets every day.