It works like this: A small business (the target market for this feature) sees that a tweet is performing well. Instead of going through the usual complicated promotion process, that business is just a few clicks (and a modest amount of money) away from connecting users who have similar interests.
“The ability to promote a Tweet directly from the Tweet Activity Dashboard is a huge win,” Paul May, CEO of BuzzStream, said in a Twitter blog post announcing the feature. “Being able to quickly pinpoint content that’s performing and then target people who are naturally interested in the topic gives us a fast, effective way to grow our audience and amplify our message.”
It’s further explained in the video below:
Introducing a quick and simple way to get your best Tweets in front of more potential customers. https://t.co/x4ckxmPwDI
— Twitter Small Biz (@TwitterSmallBiz) February 4, 2015
The feature is far from the only thing Twitter has been up to.