Dive Brief:
- Twitter is offering marketers a new way to advertise to its users by launching Promoted Stickers.
- With the new ad format, marketers can include advertising in stickers that are incorporated in images shared on Twitter.
- Advertisers can buy branded stickers that are added to the Twitter Stickers library; for now, the new format is limited to certain brands.
Dive Insight:
Described by Twitter at the time as a “new, visual spin on the hashtag,” Twitter launched Stickers earlier this summer. And with the new Promoted Stickers ad format, Twitter has brought advertising to this new form of content.
The ad format is similar in some ways to Snapchat’s Sponsored Lens — both ads are embedded within content that social media users are sharing with their friends and followers.
The new ad format isn’t widely available yet. Pepsi is the first brand to take advantage of Promoted Stickers with branded stickers for audiences in a number of countries, including the U.S.
Promoted Stickers are limited to eight per day in any given market, according to Marketing Land. Advertisers reportedly don’t have the ability to target them to specific audiences within those markets. Twitter didn’t respond to Marketing Land's request for comment on the cost of Promoted Stickers.
The Promoted Stickers come less than a month after Twitter’s disappointing Q2 earnings report, which saw revenue and user growth fall short of analyst expectations and caused Twitter’s stock to drop 11%.
Although Promoted Stickers is an interesting and native new way for marketers to reach Twitter's audience, the platform's make-or-break moment may be how its users respond to its live streaming video content, including 10 NFL Thursday Night Football games this fall.
