Twitter Testing Promoted Tweet Carousel Ad Unit

Twitter is testing a new ad unit, the Promoted Tweet Carousel, which is similar to the carousel ads that have proven successful on Facebook and Instagram.

Twitter is testing a new ad unit, the Promoted Tweet Carousel, which is similar to the carousel ads that have proven successful on Facebook and Instagram.

Revenue product manager Andrew Bragdon announced the test in a blog post, saying that the test is “available as a limited alpha to select managed accounts in select global markets.”

One major factor that makes Twitter’s Promoted Tweet Carousel different from carousel ads on Facebook and Instagram is the ability for advertisers to include both their own tweets and tweets about their brands, and Bragdon noted that advertisers must obtain “explicit permission” from Twitter users before using their tweets.

Disney is among the initial advertisers testing Promoted Tweet Carousel, using it to promote upcoming feature film The BFG, and Volvo and Gatorade are participating in the test, as well.

Bragdon wrote:

Advertisers have told us that creating compelling, engaging content can be both expensive and time-consuming. We also know that driving word-of-mouth marketing is critical as marketers want to develop an authentic relationship with customers. Since people tweet about their favorite brands and products every day, we developed this powerful solution to help marketers leverage social recommendations.

The new Promoted Tweet Carousel allows advertisers to curate multiple tweets within a single swipeable ad unit to tell a rich and compelling story. Advertisers can leverage tweets with videos, images or text from their own Twitter account. Marketers can also combine content from niche creators with content from other people on Twitter who have granted the advertiser permission to use their tweet.

Readers: Would you like to see Twitter roll out these Promoted Tweet Carousel ad units?