Twitter Wants To Incorporate Fan Tweets Into Brand Ads
Twitter is creating a marketing product which would allow brands to leverage ordinary people’s tweets in their ad campaigns, instead of just using celebrity tweets.
The product called “brand enthusiast gallery” identifies Twitter user’s positive tweets about a brand or product and allows brands to syndicate these tweets in their ads. According to Digiday, who first reported the story, marketers were given a sneak peek of the product during last week’s Consumer Electronics Show in Las Vegas.
Once a positive tweet has been identified, the brand can direct message the author and ask their permission on to use their tweet before reposting it. This feature will only be available to Twitter accounts which are ‘public’, which is Twitter’s default profile setting.
Brand enthusiast gallery gives marketers the ability to use peer-to-peer recommendations as well as celebrity endorsements of products.
It has been a busy few months for Twitter, last week it launched “conversational ads” which targets brand users and prompts them to interact with campaigns. In December last year, Twitter Australia’s managing director told B&T about Twitter’s Total Audience Reach function which allows brands to advertise to over 500 million people who click onto a tweet without logging into the site.
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