Twitter Inc. plans to focus on its demographics as a strategy to generate revenue

Twitter Inc. has actually rarely mentioned that its user base is more racially diversified than Internet users in the U.S. as a whole. The company became public just recently and as such fell in the need to generate revenue, which is one of the main reasons why it is becoming more focused on capitalizing on its demographics.

Nuria Santamaria, a marketing veteran, was hired by Twitter in November 2013 at the position of multicultural strategist as a measure to target Hispanic, black and Asian-American customers. According to Pew Research Centres Internet and American Life Project, those three groups together account for 41% of Twitters total 54 million users in the U.S., compared with 34% of the companys largest competitor – Facebook Inc. and 33% of all Internet users in the U.S.

Advertisers are said by Ms. Santamaria to be interested in racial and ethnic minorities on Twitter. In December 2013, Twitter released some data from an upcoming report to ad agencies. The information showed that Hispanics tweet more often than the rest of the users and their activity is higher when the conversation is associated with technology.

The Executive Vice President and Director of the digital advertising multicultural division at Starcom Media-vest Group – Marla Skiko, said that some advertisers feel surprised to learn the demographics data of Twitter users.

The Hispanic ethnic group in Twitter is getting more affluent and is considered to be one of the fastest-growing ones. Moreover, it is quite easily identified thanks to their language. Of course, Twitter does not require any information about its users race or ethnicity, but it categorizes them into “interests” based on their tweets and the people they follow. This strategy has proved to be really successful, which is the reason why it is becoming more popular among other social networks.

Twitter Inc settled at $62.20 on Friday, up 2.69% on the day, after shifting in a daily range between $61.59 and $64.69. The 23 analysts offering 12-month price forecasts for CNNMoney have a median target of $46.00, with a high estimate of $70.00 and a low estimate of $30.00. The median estimate represents a -26.05% decrease from the last closing price.