Later The option is being previewed last week At its annual Cannes Lions event, Twitter is now launching Branded Like for more business with advertisers operating in the United States, the United Kingdom. Saudi Arabia, and Japan are now able to access interactive, compelling tweet options.
???? We are launching # BrandedLikeA feature that allows advertisers to customize Twitter’s Like button animation for 24 hours.
After a person likes that tweet, branded likes will appear on any organic or promoted tweets that contain advertiser-selected hashtags. pic.twitter.com/mBRRTWtAru
– Twitter Business (wTwitterBusiness) June 30, 2022
As you can see in these examples, branded likes provide the ability to create custom like animations on selected tweets, helping to increase engagement and awareness through a simple interactive enhancement.
Explained by Twitter:
“Some moments require special attention: the premiere of a movie or series, a big conference, the release of a new product or even a world sporting event. For such big moments when you want to launch something new, raise awareness about your brand or increase conversation, we’re creating a bold, creative way to stand on the timeline. “
This is certainly a stand out offer, which can generate a lot of interest – although this is probably beyond the reach of most brands, due to the cost and scale involved.
Branded likes are being created in Twitter Timeline takeover Advertising offer, which ensures that the ad of any brand will appear for the first time when someone opens Twitter for the first time that day.
Branded likes will be linked to takeover ads, and advertisers will be able to select a hashtag (and up to 10 translations of that tag) for their branded Like animation.
“We work with co-creative partners Bare Tree Media And for ongoing activation in the United States, United Kingdom, and Saudi Arabia Carbon For Japan, to create custom artwork for the campaign. “
Branded likes will appear in the same geography as the brand’s timeline takeover for up to 24 hours, making it a fun, responsive option at the moment to help maximize awareness and reach.
But as mentioned, it will cost you. The Twitter timeline did not provide a specific price range for takeover advertising, but the promotion trend, which is somewhat similar, costs about $ 200k per day, while Twitter was also charging once $ 1 million for branded emoji hashtags around Super Bowl. This is obviously at the peak of Twitter’s advertising costs, but considering the various elements – including creating animations and being tied between takeover pushes – these prices will give you some leeway for the amount of money you have to pay for this type of activation.
So maybe, your upcoming sales aren’t ideal for promotions, but more for big launches and releases.
But still, it’s an interesting option, which will provide more diversity within the tweet stream.
If you are interested in watching them, Twitter has provided this example tweet (tap Like Heart on mobile device).
Whether you’re launching something new, raising awareness about your brand, or wanting to increase conversations, # BrandedLike Focus on the most important moments for your brand.
Want to see how it works? এই This tweet for a surprise! pic.twitter.com/oRIGuUbWqJ
– Twitter Business (wTwitterBusiness) June 30, 2022