Twitter is rolling out promoted trends in the UK from today, and the first client up is Sky.
A little over a year ago, Twitter started introducing various advertising products for brands and businesses, and initially these were available only to US companies, though they were directed at Twitter users around the world. But in early September, we reported that Twitter was likely to be rolling out promoted trends, tweets and accounts in the UK within a month, and now it’s finally starting.
UK brands can now target local users using Twitter’s various Promoted Products, and Sky is first up and to tap into promoted trends to help spread the word about the latest season of Glee (which is starting today, if you didn’t know). Sky will also be using other Twitter advertising products including promoted tweets.
In a blog post earlier today, Twitter announced that next up will be BT, Electronic Arts, Eurostar and Paramount Pictures UK, so UK Twitter users can expect to see a lot more promotional activity coming their way over the coming weeks and months.
The UK is a big market for Twitter, and two weeks ago we reported that the social network had launched a new UK-specific blog. Earlier this year, Tong Wang became Twitter’s first European employee when he moved to the UK, and the he highlighted its significant growth in the UK, almost doubling up in the past nine months.
“This has been a particularly good year for Twitter in the UK”, says Wang. “We have seen rapidly growing usage in the UK, with a 95% increase in active users since the first of the year. We acquired TweetDeck, one of the brightest lights of London’s bustling tech scene. And, we set up an official Twitter presence in London, filling that space with a strong team who spend their days helping people connect with the latest information on the topics and people they care about”.