Jack Dorsey and the Twitter team are stepping up their ad options, and we’re impressed. The market may be negative on Twitter, but we’re finding their ad formats to be highly effective and innovative. Last week they launched two new fan ad formats that we’re excited to test. The excitement stems from the ability for brands to more effectively promote tweets from fans and customers. Here are the two new Twitter ad formats:
Twitter Conversational Ads
Conversational ads will allow brands to take ads a step further by including call-to-action buttons with hashtags that consumers can tweet. Here’s an example of a conversational ad.
Instead of asking people to actively create a tweet or share a hashtag, this ad format will allow brands to ask for a simple click. The easier the better.
Why we love this: People are lazy. especially when they’re on a mobile device. Instead of typing out an entire tweet, all this takes is one click. We love easy things that drive big impact. This is one of them.
Brand Enthusiast Gallery
Twitter is also launching a brand enthusiast gallery. Twitter will collect brand-related tweets for advertisers to pick though. If a brand is interested in promoting the tweet, a user will receive a direct message asking permission before the brand will repost it. The details are still sparse, hence the lack of a screenshot, but it looks like the early response has been positive.
Why would brands want to do this? Using brand recommendations from everyday users may be a powerful social validation tool. Similar to online reviews, a promoted social tweet could break through the mistrust of celebrity endorsements.
Twitter has been receiving a lot of bad press lately, but our experience is indicating a bit of a turnaround. We’re excited to see what the future holds. Until then, we’ll be testing these new ad formats.