Twitter actually previewed this option last week at its annual Cannes Lions event. Twitter is now rolling out ‘Branded Likes’ to more businesses, with managed advertisers in the US, UK, Saudi Arabia, and Japan now gaining access to its latest interactive and engaging Tweet option.

Tweet Branding

If you take a look at this example, you’ll see that Branded Likes provide the capacity to create custom ‘Like’ animations on selected Tweets, helping boost engagement and awareness through simple interactive enhancement.

As Twitter explains:

“Some moments deserve special attention: a movie or series premiere, a big conference, a new product release, or even a global sports event. For big moments like these when you want to launch something new, drive awareness of your brand, or amplify conversation, we’re building bold, creative ways to stand out on the timeline.”

It’s certainly one of Twitter’s more standout offerings, which could spark a lot of interest – though it’s also likely beyond the reach of most brands, given the cost and scale involved.

Branded Likes are being built into Twitter’s Timeline Takeover ad offering, which ensures a brand’s ad is the first ad to appear when someone opens Twitter for the first time each day. Branded Likes will be attached to the Takeover ad, with advertisers then able to select a Hashtag for their Branded Like animation. Up to 10 translations of the chosen tag will be available. Branded Likes will then appear for up to 24 hours in the same geographic location as the Timeline Takeover, making it a fun and responsive ‘in the moment’ option to help maximize reach and awareness.

Again, it sounds amazing, but it’ll also cost you a fortune. Twitter has yet to provide a specific price range for Timeline makeover ads yet, but Promoted Trends, which are somewhat similar, already cost upwards of $200k a day. Twitter also once charged $1 million for branded emoji Hashtags around the Super Bowl. That’s obviously the cream of the crop in terms of Twitter ad costs, but in considering the various elements that would be involved in creating custom animations, you can somewhat estimate what the costs would be, in relation to these other high-end examples.

The Wrap

Overall, it’s an interesting option with a rather unique and flexible concept, but it’s also not ideal for, say, spreading the word about an upcoming sales promotion. Something that has as grandiose a cost as this is best reserved for the best and biggest events, such as major launches and annual product releases. If you’re interested in checking out what these would look like, take a gander at this Example Tweet (Tap the ‘Like’ heart o a mobile device).

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Sources 

https://bit.ly/3OEFUs7