Since it built its self-service ad platform in March 2012, it was open to only a select group of small businesses in the U.S. In April 2013, it expanded that program in the States. Back then, Russ Laraway, senior director of small- and medium-sized businesses at Twitter, told adweek.com that thousands of SMEs were already using the ad platform.
Twitter has expanded the program again, this time opening it up to small businesses in United Kingdom, Ireland and Canada.
Businesses with Twitter accounts can use the program to “amplify” their messages, just like Facebook users can pay to promote their posts. Marketers can buy promoted accounts, tweets or trends. When people follow a promoted account or retweet, reply, favorite or click on a promoted tweets, the promoter is charged. The platform operates on an auction-based model just like Google’s AdWords—users set the maximum amount they’re willing to spend per follow or click, and Twitter promises they’ll never pay more than a penny over that budget.
It’s no coincidence that this expansion comes just in time for holiday marketing campaigns. An Adweek story earlier this week revealed how Twitter could be a major battleground for gifts marketers in terms of earned and paid media during the next several weeks.