Twitter Offers Allow Advertisers to Embed Promotions onto their Tweets

Businesses on Twitter will now be able to embed coupons and discounts onto their tweets, which instantly connects users to future purchases. Called Twitter Offers, the new feature lets customers claim offers that appear on their timelines, provided they have their credit or debit cards synced to their Twitter accounts. As shown in Figure 1 below, the process is streamlined into users’ timelines, and provides quick access to confirmation pages. Once an offer is confirmed, users can claim their purchases in stores, with the cash back savings reflecting on their card statements after a few days.

As Tarun Jain, Group Product Manager at Twitter explains, this new feature will help advertisers and business owners measure the ROI from their promotions, even if these promotions are claimed offline. Simplicity was another factor considered while developing Twitter Offers, as using this feature does not require any extra employee training, or the installation of new hardware and software.

“We make it easy for merchants to get up and running because they can use their existing payment network, [hence] there’s no change to the consumer purchase process,” states Jain. With Twitter’s excellent targeting capabilities, advertisers and business owners can “tailor their promotions and campaigns to the right audience, while optimizing for performance.”

This latest feature sees Twitter pushing further into the E-commerce industry. Back in September, businesses were able to embed buy buttons onto tweets so that users could purchase products directly from their Twitter feed. One aim of the buy button was to give Twitter users access to exclusive items available only to them, and it looks like Twitter Offers will be following the trend of exclusive perks, this time in the form of coupons only they can access.

Through this new feature, Twitter is exploring more ways advertisers can connect with users through its platform and potentially “convert [users] to loyal customers in their stores, on their websites and in their apps.”

Twitter Offers is currently only available in the U.S., and will begin its testing during the holiday shopping season. There’s no word yet on international availability.

What do you think about Twitter Offers? How can business owners take advantage of this new feature?

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