Twitter already offers geo-location features that lets advertisers target their message to specific areas or cities, but it now seems that the social media platform has enabled postcode targeting for the upcoming UK general elections.
Audience granularity and precision has been the main focus of all social media platforms, which invest more and more into giving advertisers the opportunity to create ultra targeted audiences. By launching postcode targeted ads, Twitter aspires to help UK parties increase their penetration and spread their message even further.
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Right now, advertisers can focus on specific areas such as the East Midlands, the North West and South East England. Additionally, UK parties can run target their ads on the metro areas of Liverpool–Manchester, London or Glasgow.
As elections are approaching, many voters remain ambivalent. In these cases Twitter’s new ad format could add value to the efforts of the candidates and help them approach the audience that influences results.
Gordon McMillan, Editorial Manager at Twitter stresses out three main areas where postcode targeted ads can help in the upcoming elections. First of all, candidates can discuss specific issues that concern certain areas. Moreover, given that many MPs are stepping down, this new ad format could help new candidates raise awareness around their profile. Finally, parties can push messages crafted for specific communities.
Location-based features have been really important for Facebook as well, with the social network releasing a new feature which shows how business of the same category compete with each other in specific areas.
One thing is for sure: In 2015 social media platforms will be all about location, location, location!