A Twitter user tweets "I love this latte", a Facebook user comments on a post from Car & Driver Magazine, and a Pinterestuser pins their 5th wedding dress. Each of these actions may establish an "intent" to buy a certain product or type of product. And targeting intents related to a brand's business can open up access to huge potential customers.
Facebook and Twitter already offer the ability to target these intents in their advertising platforms. The Wall Street Journal reports that Pinterest, a social network based on nothing but Intent, will be significantly improving their targeting to include Intents in 2015.