Twitter brings Branded Likes to all managed advertisers reaching consumers in Saudi Arabia. It also rolled out in other countries like the United States, the United Kingdom, and Japan.
👋 We're launching #BrandedLikes, a feature that lets advertisers customize Twitter’s Like button animation for 24 hours.
Branded Likes will appear on any organic or promoted Tweets that contain the advertiser-selected hashtags after an individual has liked that Tweet. pic.twitter.com/mBRRTWtAru
— Twitter Business (@TwitterBusiness) June 30, 2022
As it can be seen in the tweet, Branded Likes let advertisers transform Twitter’s Like button into a delightful, custom animation for 24 hours. Twitter explains that several brands like Disney, Tesco, and more have tested Branded Likes. The results show that it drives conversation and engagement around the biggest launches and brand moments, and create memorable, interactive experiences with consumers.
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How does this new feature work?
- Branded Likes are available in 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 that day. The pairing helps advertisers to maximize brand exposure and drive additional engagement.
- As part of the Takeover ad, advertisers can select a hashtag (and up to 10 translations of the hashtag) for their Branded Like animation. Bare Tree Media is the partner for activations running in Saudi Arabia, the U.S, and the U.K to create custom artwork for the campaign.
- The custom branded like will appear when a consumer taps the like button on an organic/promoted tweet with the pre-selected hashtag.
- Finally, it will appear for up to 24 hours in the same geography as the brand’s Timeline Takeover.
Twitter stated that during testing the new feature delivers ad effectiveness for brands when paired with Timeline Takeover.
“Branded Likes generated positive impact when paired with Timeline Takeover, seeing a +277% lift in the recall, and +202% lift in purchase and consideration intent.”
Even though Branded Likes add personality to the tweets and spark interest but involves high cost and scale. Twitter has not provided any price range as of now. It is certainly an intriguing offering that will add some variety to the tweet stream.
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