1. Reply All (or None)
Following the release of new conversation settings for organic tweets last summer, the same ability to control who can respond to a brand’s tweets is now available for paid content. Now, when brands compose content with the Tweet Composer or with the Ads API, brands can select three options for replies: everyone, people they follow, or only people they mention. Brands like Nickelodeon and Chipotle have used this feature to speak directly to their core audiences via organic social; this change will allow similar curated threads for paid content.
2. A New Way to Run Pre-Roll Ads
Want to reach football fans in the US? How about people who watch other fun stuff? Twitter has launched Curated Categories: “Our Curated Categories package niche topics like light-hearted content, football, basketball, soccer, or gaming personalities and allow advertisers to run their pre-roll exclusively against video content from publishers covering the topic of choice.” The publishers included in each of the categories are hand-selected by Twitter teams for their relevance and conversation-driving ability within their category’s topic, ensuring a deeper level of contextual alignment for brands.
3. Talk on Twitter
Clubhouse is still invite-only (here’s a primer if you’re already behind), but Twitter is launching its answer to the audio chatroom app: Twitter Spaces. In the future, brands could use these audio-only platforms to generate brand awareness and thought leadership.
