Twitter unveiled this week a second investment in Swirl, an indoor beacon startup. L2’s Insight Report on Mobile Social Platforms found Twitter to be ripe for innovative advertising solutions, due to near ubiquitous adoption by brands and innovative content and monetization products. For example, Twitter introduced Twitter Offers in late November, allowing users to add an offer to their credit or debit card when they saw a promotion in their feed and redeem at store.
Two-thirds of consumers use their mobile device when they shop, and Swirl offers brands the opportunity to interact with them at the crucial moment where they can be persuaded to make the transaction. Twitter (and other social channels with a heavy mobile component) present an avenue for brand communication in addition to display ads and coupons, as 51% of the U.S. population access social media from their phone.
Potential Swirl/Twitter products could affect more categories than others if they become a reality, as some have better success on Twitter than others. Beer brands, for example, have high engagement rates despite age gates and Sportswear brands maintain the largest communities.
For more on how brands can use mobile social platforms, download a copy of L2’s Insight Report.