<Sub/Tweet> Red Tape Continues to Grow in Paid Social

Joey Vara
Joey Vara
Aug 23, 2017 · 2 min read

As paid social advertising channels continue to update their policies and restrictions, it’s often without notice. That’s not too convenient for social campaign managers and blindsides those of us who’ve been planning for months to execute plans for clients. Thus Twitter has recently made its way onto my list.

2:33pm EST on August 23, 2017:

As a “financial services” advertiser (this includes insurance companies):

* You can no longer advertise in Colombia unless the advertiser hq is located in the country

*You can no longer advertise in Mexico unless your the advertiser hq is located in the country

Reaction at 2:34pm

Since Latin America is a relatively high-value market for many companies in the financial industry, these developments have many seriously rethinking budget allocation to Twitter for a comprehensive paid strategy. Colombia and Mexico also have some of the highest reach on Twitter in Latin America, so these restrictions are particularly troublesome.

Networks’ industry definitions are overly broad and unjust. Undoubtedly many of the restrictions imposed on insurance companies in this case were meant for more ludicrous advertisers/brands such as loan services and investment companies. It’s unfair, but the networks don’t care.

It’s our job to navigate these obstacles and find a solution. The choice here is clear:

Take your ad dollars somewhere you can actually spend them and persuade your target audience.

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Paid media news & trends detailed for hands-on strategists.

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Joey Vara

Written by

Joey Vara

Digital media marketer & loyal Cleveland Browns fan

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Paid media news & trends detailed for hands-on strategists.

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