Twitter Promoted Moments is a new native ad format from the company, which it is going to begin testing with certain partners this weekend.
It didn't take long for Twitter to turn its recently launched Moments feature into something it can monetize. Moments was only announced on October 6. It's a feature that curates stories using combinations of tweets, images, videos, Vines, and GIFs.
Moments are curated by both Twitter and select partners like Bleacher Report, Buzzfeed, Entertainment Weekly, Fox News, Getty Images, Mashable, MLB, NASA, New York Times, Vogue and the Washington Post (more in the future).
Twitter users can access and follow specific stories from a new lightning bolt tab. New stories appear throughout the day and are continuously updated and organized by topics like entertainment, sports, etc.
So why not use this format for ads?
"We’re seeing how powerful this experience can be for diving into meaningful narratives — and since Twitter’s inception, brands have told some of the very best stories on the platform," says Twitter brand strategy manager Bobby Grasberger. "Promoted Moments, like all of our ad products, will look and feel just like all other Moments — except they’ll be authored by a brand and be featured in the Moments guide for 24 hours, with a Promoted badge."
The first one will come from MGM, Warner Bros, and New Line Cinema for the movie Creed, which will appear on Twitter on Sunday.
"Over the next couple of months, you’ll see more examples from all kinds of brands across many different business verticals," says Grasberger. "We’re excited to see how fun, informative, and entertaining stories from brands come to life within Moments."