A recent report revealed that micro-blogging website Twitter’s new ad mechanism favours brands, allowing them to bait users into spreading their content.
A new ad mechanism launched by Twitter last week reveals exclusive content—movie trailers, interviews and other special stuff—to users only if they retweeted it.
As per the report, the feature is based on the platform’s “conversational ads” which is a set of promoted tweets along with premeditated responses with relevant hashtags.
While this was introduced for select brands on a trail basis earlier this year, the company has planned to officially roll out the mechanism to all advertisers following the immense success of brands who had limited access to this feature.
The company has also cited healthier user engagement rates due to the feature as retweets and responses have increased significantly. Few brands which had early access to the feature were Coca-cola, Marvel, AMC, and Axe.
For instance, AMC used the feature to promote its series The Walking Dead during San Diego’s Comic Con last month. The campaign was a huge success at it lured fans with an exclusive trailer, which could only be viewed after individually tweeting it.
Though entertainment brands reaped most benefits out of the feature, Twitter pointed out that other entities offering insights into other exclusive content also gained advantage.
The feature comes after the company’s weak advertising sales growth for a second consecutive quarter. With the new feature Twitter hopes to help businesses advertise their content better on their platform.
