Twitter recently rolled out a new ad unit – the Promoted Tweet Carousel. The company says the carousel-style ad format lets brands market their own tweets as well as those from other users.
Whilst marketers will need to obtain permission to use tweets from consumers, the latest addition lets brands create ads without having to splash out to create the content. In addition, brands can share consumer appraisals establishing a more authentic relationship with their audience.
Twitter launches new mobile advertising carousel
If a brand gains permission to include a user’s tweet, it will be included in the promoted carousel as part of a swipeable ad unit from multiple tweets. Brands can also add videos, images and other content they create.
The format has already been tested with Disney to promote The BFG movie, sharing information on the conversation around “Gobblefunk”, which is the language of the giants in the movie. To engage users, Disney pulled the tweets from its own handle as well as a variety of Twitter influencers who gave permission.
Volvo also tested the new ad product. John Militello, Director of Marketing, Volvo Car USA, explains:
“How we communicate with our tribe needs to be just as innovative as the cars we build. We embrace platforms that have the same purpose as we do – putting people first. Twitter’s new Promoted Tweet Carousel helps us show multiple videos within one unit, and this is a great opportunity for Volvo and Twitter to continue partnering in a way that doesn’t interrupt the user.”