Twitter has just announced that it will be launching an advertising API, meaning brands can now run campaigns through Twitter's partners such as Adobe and Salesforce.

Bigger is better

Until now the best way for brands to advertise on Twitter was through Promoted Tweets.

The problem is that Promoted Tweets must be uploaded one at a time, so for example if a brand is running the same ad for customers in 20 different languages, each Promoted Tweet have to be manually processed through Twitter.

By allowing brands to advertise via its API, campaigns can now be more streamlined and targeted.

“We’re always working on ways to make it easier to manage campaigns and get more value out of advertising with us,” wrote Twitter's Product Manager April Underwood

Partnerships

Twitter's five API partners are Adobe, Hootsuite, Salesforce, SHIFT, and TBG Digital, with more companies expected to join in the coming months.

The early reports are encouraging. Adobe has reportedly increased its follower count by 63 per cent, while decreasing its cost per follow 60 per cent, or roughly US $2.00.

Revenue raiser

Some analysts are predicting the advertising API will boost Twitter's revenue by 90 per cent to US $560 million this year.

If history is any guide they may be right. Since Facebook introduced its advertising API in 2009 its earnings have skyrocketed from US $800 million to US $3.71 billion in 2012.

Balancing act

However Twitter faces a unique challenge. Unlike the Facebook homepage which is segregated into columns, Twitter has one stream where all its content must be funnelled.

By opening its doors a little wider to marketers, Twitter must be careful not to flood its stream with ads.

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