As part of its recruitment drive the social network is poised to announce the appointment of two well-known “senior” creative staff who will be charged with working with brands to create bespoke strategic advertising campaigns on the platform.
It is also looking to increase the size of its sales team by about 30 per cent as demand from UK brands for its ad products – which include promoted accounts, promoted trends and promoted tweets – continues to increase.
Brands already using Twitter and those with the propensity to buy its ad products in the future have been requesting the site provides them with more data about the business success of campaigns on the site in recent months.
To meet these requests, Twitter is also expanding its research team to give marketers more insights as to how its ad products can drive sales or improve brand metrics.
Bruce Daisley, Twitter’s UK sales director, told Marketing Week: “The conundrum for us is that when people talk about social media it’s easy to think of gentle metrics but Twitter is driving clicks and ROI and sending people to a website or the real world.”
As well as hiring extra staff, Twitter is set to run more events for the marketing, creative and broadcast community next year, following on from its inaugural “Twitter4Brands” event in June.
It will also publish more research to share stories about brands’ successes using the platform, with some brands included in the case studies likely to appear at its forthcoming events.
In addition Twitter’s UK office is looking at how it can bring its recently penned tie-up with research agency Nielsen in the US – which will provide advertisers with data on users’ purchase intent and brand awareness after surveying them via tweet – into the region as part of its drive to offer more services to brands.
“Brands have an instinctive knowledge about Twitter but just want more detail and data,” Daisley added.
Twitter opened its UK office in May 2011. It currently has about 50 staff.