Business and companies have been maximizing the use of social media platforms in advertising for their products and services. And Twitter joined the field through their ads coming to Fleets, their own version of Stories that will last for 24 hours.
As reported by TechCrunch, this company announced last Wednesday that it will begin its pilot testing of the Fleet ads. Fleets have been introduced by this company for a while now. Initially, users can post text, photos, or videos that can be viewed only for 1 day.
And now Twitter found ways on monetizing it by adding the power to show ads through this. Twitter has not supported full-screen, vertical format ads until today. Other platforms like Facebook, Instagram, YouTube, and TikTok have been featuring ads like this and it’s time for Twitter to join the league.
These advertisements are Twitter’s own version of vertical ads that will be seen across the platform. It supports both images and video in 9:16 format. Aside from this, brands may also include a “swipe up” call-to-action for their ads allowing potential customers to reach their ads easier.
Users get to view these ads from people they follow. And a unique characteristic of Fleet ads among other platforms is it shows only up to 30 seconds of content. This is shorter than what Instagram offers (up to 120 seconds) or TikTok (up to 60 seconds). However, experts claim that the shorter the ads, the more effective it is for customers.
It is unclear as to the frequency of a user seeing a Fleet ad. Companies, however, have certain standards to abide by for their ads, including impressions, profile visits, clicks, website visits and more. With that, Twitter will provide statistics for views of video ads like 6s video views, starts, completes, quartile reporting and other metrics.
Will This Stay For Long?
Twitter’s Fleet ads is still under pilot testing with just 10 advertisers, including those in tech, retail, dining and others. The company states that “We also believe that ads should be non-intrusive and bring value to people, so we’re focused on learning more about how people feel about and engage with this new placement.”
With that, Twitter is using this period to understand how well the users will react to the ads, just like testing the waters. And from there, they can analyze what can be changed and retained from the existing feature. They want to make sure to know the opinion of Twitter users and their engagement with this before going further down the line.
This is just one of the many upgrades and modifications that Twitter has released and continuously added the past few weeks. These include Twitter Blue, a subscription service for a much more exclusive use of the platform, and Tip Jar, wherein you can provide monetary support to celebrities and content creators for the service they give within the platform. The company also announced that they hope for a positive response with Fleets as they plan on adding new features and expanding it in the future.