“If I had asked people what they wanted, they would have said faster horses.” – Henry Ford


This quote is phenomenal because it shows that people don’t always realize how their daily life routines can be made easier by thinking differently. Recently, Twitter introduced their new targeting system – persona based audiences. Now, this feature may not be the same as the invention of the Model T, but it does create an easier way for businesses to target their audience.

The new persona feature was created for advertisers to easily target groups of consumers based on certain differentiating factors. Some of these factors include college degrees, parents, household income, college grads, or small business owners. These demographic groups have been built based off aggregated data from Twitter partners Datalogix and Acxiom.

These new persona groups, located within the behaviors targeting category, help advertisers target groups of people that have already been established. This feature can also introduce you to multiple different groups that could be related to your original persona group, but you perhaps didn’t think of before.

After selecting specific persona groups, advertisers can then narrow the targeting down to gender, location, and interests. The tech company created this new targeting system to make it easier for you to choose these different groups instead of piecing them together yourself.

Each new persona has a “View Audience Insights” option to learn more about each audience. With this information, you’ll be able to better communicate with groups of people and receive more information about the people you’re targeting.

I believe this new group targeting feature is great and will only make the lives of advertisers simpler – leaving you with one less step when setting up campaigns. I think we’ll still need to utilize the manual building of our targeted audience, but these pre-built groups help make the checklist shorter and your job easier.

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