Twitter Users' Diversity Becomes an Ad Selling Point

For most of its rather short life, Twitter Inc. rarely mentioned that its user base is more racially diverse than U.S. Internet users as a whole. Now, as a newly minted public company needing to generate revenue, it is moving to capitalize on its demographics.

As a newly minted public company, Twitter is constantly looking at new revenue streams. Its latest quest: Capitalize on demographics.

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

Together, 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. Santamaria says advertisers want to know more about racial and ethnic minorities on Twitter, from basic numbers to the languages in which they tweet. Last month, 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.


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