Short message service Twitter wants to increase its revenue from advertising in Germany. To this end, a new self-service platform is to be set up for companies: Twitter Ads for SMEs. The short message service wants to use this platform to attract small and medium-sized companies by gearing to requests posted by Twitter users; users’ behaviour on other websites (something that Facebook already converts into hard cash) is not intended to be taken into account.
“Paid tweets” can therefore be used as an advertising tool, which advertising clients can integrate in the news stream for specific user groups. If a user follows specific companies, for example, or lives in a selected region, they can be selectively targeted in this way. “The number of ad spaces auctioned off in an auction process won’t change, which means that greater interest from advertising clients should also lead to higher advertising prices,” believes Thomas de Buhr, Managing Director of Twitter Germany.
So is there is a shift in the way Germans look into Twitter. I am not so sure. First is still the limitation to 140 characters (without spending money). German has 30% more characters than English. So this would reduce short messages in English down to 98 characters. And we tend to be precise, we try to find the right word, which sometimes are very long (one of the reasons why we are not best in Scrabble).
But let’s keep an eye on this.