The news it out, and brand advocacy on Twitter is about to take a whole new turn, as the social network announces that brands will soon be able to promote their fans’ tweets.
Although no official announcement has been made yet, it is reported by various sources that Twitter will offer advertisers the opportunity to promote their fans’ tweets. More specifically, brands and advertisers will get to select tweets related to the brand from a “brand enthusiast gallery”, a curated pool of tweets relevant to the products.
Twitter will then contact the authors of the tweets via direct message, asking for their permission to have their tweets promoted by the corresponding brand.
This update should not come as a surprise to those who are in-the-know. With 66% of 18- to 34-year-olds acknowledging that their peers’ social posts are ‘somewhat likely’ to influence them into making a purchase, Twitter is betting on enhancing brand advocacy and help companies increase their top line, with the helping hand of their fans and followers.
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So far, this is Twitter’s second update that targets brand discussions and engagement. Only last week, the company debuted a new ad format which aims at generating conversations and hashtag engagement. The new ad unit looks like a Twitter poll and allows users to submit their input.
Twitter aims to boost its ad-offering, as it has been facing struggles and poor share performance since the departure of former CEO Dick Costolo. Jack Dorsey though, has embarked on a crusade to improve Twitter as a product, and product experience, amidst pressure from shareholders and brands.