Twitter Give Advertisers Access To New Tweet Replies Ad Placement

Twitter rolled out a new Tweet Replies ad placement. Following months of testing, Twitter is giving advertisers access to the new kind of ad placement for all install campaigns. Through the placement, advertisers can place ads after the first reply under a Tweet.

Based on early testing, advertisers leveraging Tweet Replies have seen increased impressions, increased attributed installs, and decreased cost per installs. Advertisers who want to run campaigns with other objectives such as reach, video views, and engagements will eventually have access to the ad placement down the road. Along with this, Bruce Flack, Twitter’s GM of Revenue Product, revealed that creators will likely be able to opt into the ad placement and receive a cut of ad revenue in the future.

Although Elon Musk intends to reduce Twitter's reliance on ad revenue once his deal to purchase Twitter takes effect, the platform continues to invest in new advertising solutions. Similar to TikTok Pulse, advertisers can place ads in relevant places where audiences are engaged, in this case, the replies to Tweets.

There is also the opportunity for creators to eventually earn a share of advertising revenue when ads are placed in the replies of their Tweets. Flack said that this capability is still in the works, but it will be exciting for creators once available. The ability to monetize Tweets would encourage creators to push more content and in return, drive up user engagement.