Twitter has rolled out a new marketing tool for brands and publishers called Promoted #Stickers that will enable them to feature in the content that users post on the social media site. Twitter claims that the initiative will offer a “huge opportunity” for marketers to drive brand awareness and reach for their messages.
Promoted #Stickers is a development on the standard #Stickers format that launched for regular users earlier in the summer. It was designed to make Tweets more fun by overlaying searchable graphics and emojis on images and photos, and Twitter has now recognised that it could be a particularly useful feature for enterprises too.
Pepsi is the first big-name brand to jump on board with a paid ad campaign using the new format. The soda company has launched around 50 custom stickers as part of its #PepsiMoji campaign in ten countries, including the US, Spain, Mexico, Canada and India. To use the batch of overlays, users must click the sticker button following an image or photo upload. A selection of the emojis then also appears near the top of a user’s page.
“Brands can design four or eight stickers – like accessories and other props – for users to add to their own photos,” Twitter’s Head of Product for Brand and Video Ads, Ilya Brown, said in a blog post. “Photos with a brand’s stickers are shared with all of a user’s followers, allowing brands to be featured by their fans in a truly authentic way.”
She added: “#Stickers act as a visual hashtag, meaning that photos with your brand’s sticker will be connected and discoverable to anyone who taps your brand’s sticker. This allows a brand to see and engage with the people who are using their stickers in creative ways.”
The move is the latest by Twitter in its attempts to drive more marketing investment from brands and establish new revenue streams. It follows its branded emojis program and entry into the livestreaming market earlier this year. Twitter said that its original #Stickers campaign has been a huge success and that it was looking forward to bringing brands into the conversation.