Also Read: Discover The Account That Draws Your Tweets
Up until now, Twitter was only showing promoted tweets when you searched for something within the platform. The purpose of this update is to bring customers and brands even closer, by connecting both parties in a more immediate way. With this update, relevant Promoted Accounts can be presented to users in search results along with recommendations of people to follow. According to their blog post:
The update is a result of a recent study which shows that highly engaged users that connect with a brand of their interest, are 72% more likely to perform a purchase from the latter. Twitter also provided a screenshot of what promoted accounts will look like.
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