Twitter‘s Moments feature is only two weeks old and the company is already trying to find ways to monetise it, looking at how brands can start integrating into the experience. It is doing so with a brand new ad format.
On Friday Twitter announced that it would start testing how brands could start integrating and using Moments for their promotions. It is doing so with a new native ad format with only a few companies at first. The new format is called Promoted Moments and will be tested in the US only.
Moments is a new feature in Twitter that was launched to take on Facebook and its own live event feature. In just two weeks, the feature has really shone as an experience for users and as a great live storytelling device. Twitter is all about “live” experience. Events, being at the core of users’ narratives on the platform should be monetised if Twitter wants to make it.
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Like all Moments, Promoted Moments will be featured with all others but will appear for 24 hours and will have a “Promoted” badge on them. The first Promoted Moment went live a few days ago with the promotion on an MGM, Warner Bros., and New Line Cinema film, “Creed”. It will be very interesting to see how brands start to use Moments and especially how they will choose to integrate Promoted Moments into this.