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Twitter to help turn regular user tweets into brand ads

Tue 12 Jan 2016

Twitter tweets

Twitter has proposed a new ad structure which would allow brands to take users’ ‘happy’ tweets about their products, and turn them into promotional material.

According to reports from the Consumer Electronics Show (CES) taking place in Las Vegas last week, participating marketers would be able to filter through online noise and access positive mentions of their products via a specialised content management system. On finding these conversations, they can send a private message to the tweet’s author to request permission to use their comments in a tailored marketing campaign already being tested at Twitter, known as a ‘brand enthusiast gallery.’ These selected ‘everyday’ tweets would appear below a standard ad, in a similar fashion to the current carousel ads, which the site started experimenting with last year.

Twitter has not yet detailed how it will identify positive tweets – whether this will involve humans to judge sentiment or if it will rely entirely on an automated process.

The move comes following Jack Dorsey’s appointment as CEO in October and his wish to increase Twitter’s efforts to give marketers a way to profit from the online conversations taking place around their products. Some clients have argued that despite heavy investment in the microblogging site, they have failed to see yield or view counts as successful as those garnered from Facebook and Snapchat campaigns.

Earlier this month, the social networking platform launched a new conversational ad feature which promises to provide more engagement through call-to-action poll options and customisable hashtags.

While Twitter has declined to comment, an agency executive familiar with the new format reported from CES that it would allow regular users’ comments to be highlighted by advertisers rather than celebrity endorsements that are tied to sponsorship deals. This, Twitter hopes, will ensure a more trusted brand discourse as the users are unpaid and therefore, unbiased.

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