Tim Peterson says, “Social advertising used to be about brands inserting themselves in people’s content feeds. It still is. But it’s also become about brands inserting themselves into the actual content in those feeds. Cases in point: Snapchat’s Sponsored Lenses, Facebook Live’s mid-roll ads and now Twitter’s Promoted Stickers.

Twitter is rolling out a way for people to slap an ad right on the photos they post to its social network. These ads are the branded version of the Stickers that Twitter introduced in June for people to add emoji-like illustrations to their photos, as they can on Snapchat (and Facebook, if you know where to find that feature). As with non-ad stickers, people can click on a branded sticker to see photos from other people who included it.

Pepsi is the first brand to run these ads, posting less than 50 branded stickers to Twitter’s Stickers library for people in Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, United Arab Emirates and the US.

For now, only certain brands with their own Twitter sales reps will be able to buy Promoted Stickers. Brands can create four or eight stickers that Twitter will display in its Stickers library”.

Twitter turns stickers into ads for brands but won’t say how it’s charging for them

Marketing Land

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