Advertising is the backbone of social media. It’s how platform owners are able to keep their apps free. Different social media platforms have started using full-screen ads, and now, Twitter is entering into the same arena, with a plan to go fullscreen with ads.
Twitter is testing out this new feature using Fleets. Fleets is Twitter’s response to story features on competitor apps such as Instagram and Snapchat. Essentially, it’s Twitter’s version of a story. You can find it at the right-hand corner of all user’s accounts. This feature was universally rolled out in November 2020.
Fleets is a full-screen feature so it only makes sense that the full-screen ads are implemented on there. Twitter currently runs advertisement Tweets that appear alongside the other Tweets on user’s timelines. These new ads will have the option for a swipe-up feature, which will allow users to learn more about the products and services featured.
The test run for the new full-screen ads began in early June. Companies such as Wendy’s are participating in the pilot. There are 9 other participating companies from various industries such as tech and dining in the pilot.
This is all part of Twitter’s bigger initiative to grow its platform to 315 million active daily users and double its revenue by 2023. Twitter has already upped its ad game and saw increases in both ad revenue and user-advertisement engagement during the first quarter.
Twitter has ambitious goals for its future. And, a new way of advertising just maybe what Twitter needs to reach its goals. Only time will tell if it’s a success, but so far, the pilot program is running smoothly.