Imagine you tweet to your friends about your plan of eating pizza with a pizza emoji. After some time, you see an advertisement of Dominos offering you a discount coupon. Well, this will soon become reality as Twitter is now allowing advertisers to target users based on emojis they use.
In a blog post, Neil Shah, Product Manager of Ads API in Twitter, wrote,
Emojis have become a ubiquitous way for people, publishers, and brands to express their feelings. This new feature uses emoji activity as a signal of a person’s mood or mindset — unlocking unique opportunities for marketers.
And why this sudden fascination with Emoji, you ask. This is because Oxford Dictionary had declared the word “emoji” as the Word of the Year for 2015.
And that is not surprising as people have been increasingly (and annoyingly if I may add) using emojis in almost everything, be it in chats, tweets, or status updates.
In fact, Twitter says that over 110 billion emojis have been Tweeted since 2014. Since so many people are using them for expressing themselves online, advertisers expect to take advantage of it to find another way to effectively place and target advertisements.
As per the official announcement, advertisers can target users who Tweet food emojis as well as based on their expressed sentiment and passions. They can avail this feature by contacting selected Twitter Official Partners namely AdParlor, Amobee, HYFN, Perion, SocialCode, and 4C.
New initiatives by Twitter to get back on track
Twitter started off as a potential competitor to Facebook. But over past few quarters, the number of users has practically stagnated. More recently, even the newbie Snapchat reportedly surpassed Twitter in terms of the number of daily users.
This has directly affected its revenue potential by advertising. The latest initiative by Twitter follows its $70 million investment in Soundcloud. This is one of many initiatives taken in past few months to boost its advertising revenues and drive user engagement.
In addition to making changes in its timeline and relaxing 140-character limit on tweets, the micro-blogging platform has introduced new initiatives to attract advertisers to its platform.
This includes First Video for video ads at prominent spots for 24 hours which was launched in India as well. Recently, it launched new developer-friendly feature to display MoPub ads directly within Twitter Kit timelines in Android and iOS apps.