Twitter Uses Diverse Audience Base As Selling Point to Advertisers

Twitter demographics vs others*Did you know that Twitter has the most diverse user base than any of the other social media servers?

Yep, in its comparatively short life, Twitter Inc. TWTR +0.50% Twitter Inc. U.S.: NYSE $62.51 +0.31 +0.50% Jan. 21, 2014 1:43 pm Volume (Delayed 15m) : 10.55M P/E Ratio N/A Market Cap $34.53 Billion Dividend Yield N/A Rev. per Employee $267,231 6463626110a11a12p1p2p3p 01/20/14 rarely made mention that its user base is more racially diverse than U.S. Internet users as a whole.

That’s quite a claim. And the newly minted public company plans to capitalize on those demographics to generate income.

In November, Twitter hired marketing veteran Nuria Santamaria as multicultural strategist, a new position leading its effort to target black, Hispanic and Asian-American users.

Twitter picIn total, those groups account for 41% of Twitter’s 54 million U.S. users, compared with 34% of the users of rival Facebook and 33% of all U.S. Internet users, according to Pew Research Center’s Internet and American Life Project.

Ms. Santana says this is information advertisers want to know about. For example, in December, Twitter began showing ad agencies data from a coming report saying that Hispanics tweet more often than other users and activity among them rises when the conversation is about technology.

Marla Skiko, executive vice president and director of digital advertising at Starcom Media-vest Group’s multicultural division, says some advertisers are surprised to learn the demographics of Twitter users. She says Ms. Santamaria’s hiring will help Twitter attract advertisers that appeal to racial and ethnic groups.

Read more at the Wall Street Journal.

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