How brands can drive engagement on Twitter

Geoffrey Precourt

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

Twitter is an enigma for marketers, largely because the social medium insists on playing by its own rules.

According to Meghann Elrhoul, Twitter's head/global agency research, "We're not really looking at race and ethnicity" as the kind of audience clusters that might appeal to advertisers.

"When you come to Twitter," Elrhoul told delegates at the 2018 Media Insights & Engagement Conference (MIEC), an assembly convened by Knect365, "when you sign up, you're signing up based on your interests and your passions."

Meghann Elrhoul, head/global agency research, Twitter

And those defined traits mean that such legacy groupings as age, sex, and...

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