Twitter Adds Language Targeting to Promoted Tweets and Accounts

Following on the heels of LinkedIn’s language preference targeting for Company and Showcase pages earlier this week, Twitter is now also giving advertisers the ability to target its users by language.

The feature, which is available for 20 languages, enables advertisers to serve their Promoted Tweets and Promoted Accounts in languages that their audience understands. This gives users the ability to see relevant ads in their own language, Twitter says in a blog post.

Advertisers select the languages they want to target and users that understand that language could see Promoted Tweets in those languages in their timelines.

Twitter says it uses a number of different signals to determine a user’s language, including the language selected in a user’s profile and the languages that correspond to a user’s Twitter activity. A user could be targetable by multiple languages if the platform infers that a user is multilingual, Twitter says.

Language targeting can benefit marketers who want to reach a global audience with language-specific messaging, or who are in countries where large populations speak multiple languages, Twitter says.

Advertisers can also use language targeting with Twitter’s suite of targeting options based on interest, keyword, gender, geo, or tailored audience segments.

Along with language-specific analytics, the targeting is available to all advertisers and through Twitter’s Ads API.