Twitter is developing an ad product that would put tweets from everyday users into brands’ campaigns on the platform, Digiday reports.
Twitter will offer a new service that makes the platform easier for advertisers to collect tweets related to their products and then promote the content in their Twitter ad campaigns, according to sources, through a new ad unit. Advertisers were given a glimpse of the content-rights management system at the Consumer Electronics Show this week in Las Vegas, the sources said.
The new product is based on what Twitter is calling a “brand enthusiast gallery,” which will house a repository of brand-related tweets for advertisers to pick through. Twitter will direct message the author of the tweet and ask permission on behalf of a brand to use the tweet before reposting it, said an ad agency executive, who spoke on condition of anonymity because discussions with Twitter were private.
The ad unit is a standard tweet from an advertiser on top of a carousel of related tweets from users.
Advertisers typically rely on celebrities and influencers to promote their products in tweets, and there are a number of advertising platforms and agencies that specialize in those types of social sponsorship deals.
“This gives brands the ability to tweet recommendations from everyday users near you versus a celebrity,” said another source with direct knowledge of the new ad product.
