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After more than three years on hiatus, Twitter made news in January with the announcement it will once again allow political advertising, creating a new opportunity for campaigns. This change in policy opens a new and growing medium for candidates and political causes to communicate with voters. 

Twitter is already a popular destination for journalists and political activists, but did you know one in five adults are active on Twitter? In fact, voters aged 55+ are one of the fastest growing demographics on the platform. With over 44 million users, Twitter is the place to be.

As more people use Twitter to learn about current events and politics, it could be a natural place for campaigns to target engaged and persuadable voters. 

Using Twitter to build name ID and support

So how can your campaign or cause use Twitter to build name ID and support? Twitter is slowly rolling out details on their advertising platform, but here’s what we know so far:  

  • Political advertisers will be required to go through a verification process that could take 2-4 weeks. We recommend your campaign gets verified early so you are ready when you need it. 
  • Over the next year, Twitter will allow advertisers to use first party data and look-a-like audiences to maximize targeting. This will help your campaign target the right voters with the right message. 
  • Campaigns can use unique features like Twitter website cards combined with new pixels and Website Conservation Optimization to generate fundraising leads. 
  • Campaigns will be able to partner with major publishers to amplify their message and build awareness.

A New Opportunity for Campaigns

While we expect to learn more in the coming months, there’s no doubt that Twitter’s decision to reinstate political advertising is an exciting opportunity for campaigns to communicate with voters. 

The digital team at Arena is in regular communication with Twitter and we look forward to learning how we can leverage these advertising capabilities to help clients accomplish their goals. Check back here for the latest news on Twitter advertising.

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