It is the primary time the social network has sold its Promoted Tweets, Promoted Accounts and Promoted Trends to smaller brands outside of America within the UK, Ireland and Canada. Previously, companies based outside of the united states have needed to develop a relationship with its sales teams with the intention to purchase ad space at the site.

The process had limited the effectiveness of Twitter for some marketers and stunted the site’s own ability to generate additional revenue.

To accelerate the self-service platform’s take-up within the UK, Twitter has partnered with O2 to supply best-practice and academic services to SMEs. The operator can also be awarding £50 Twitter credit for marketers who use the tools to spend at the site.

SMEs using the goods will only pay for the ads that folks engage with resembling following a Promoted Account or clicking on a Promoted Tweet. Marketers is just not charged for organic Twitter activity, in keeping with the positioning.

Ravi Narasimhan, product manager at Twitter, says: “If you’ll be able to Tweet, you could advertise on Twitter – all you’ll need is a Twitter account and a mastercard. You’re in command of your ads, the audience you would like to reach, and naturally your budget.”

The announcement comes amid concerns from the advertising industry that Twitter must offer more guidance, education, service and support to marketers inside the wake of its IPO last week (7 November). The micro-blogging site claims followers feel an “emotional connection” to smaller brands using the platform, in line with a study of 500 users. It revealed 63 per cent of folks follow a SME to indicate their support for that business, while most users (85 per cent) say they feel “more connected” to that company after following it.