Twitter has announced that it will launch its Brand Likes Ad Option to all advertisers starting next week, allowing brands to create custom like animations for their tweets to help improve engagement in the app.
Branded Likes????: You’ve seen Branded Likes, those custom Like button animations that make you like, dislike, and re-like a Tweet just for fun. We’ll make them available to all advertisers in the US, UK, and Japan next week. https://t.co/nIpfVpdEhc
— Twitter Communications (@TwitterComms) June 22, 2022
As shown in this example in a promo for the recent ‘Scream’ movie, Branded Likes are stylized enhancements to likes for specific tweets.
I’m not sure about Twitter’s point here though, that people like and dislike these custom animations just to see them over and over again. That’s not untrue, but I don’t think there’s any metric for this, so while it might improve engagement, you’ll have no way of tracking such activity within your campaign stats.
Still, it could be an interesting option – a high-end one, to be sure, given the additional technical requirements at play. But it could provide another interactive option for your tweet promotions, which can help improve the recall and resonance of your messages.
But yes, it could be expensive. Twitter was once charging $1 million for branded emoji hashtags around the Super Bowl, which is on the high end, but it does provide some perspective on a similarly themed content option in the app.
Branded Like campaigns won’t cost as much, but depending on your promotion, they could be expensive, even if they look great.
Twitter says it will make Branded Likes available as an ad option for all advertisers in the US, UK and Japan starting next week.