As you can see on the right, Twitter displays these promoted accounts in the suggested users to follow box.
“Promoted accounts are suggested based on a user’s public list of whom they follow,” explains Twitter. “When an advertiser promotes an account, Twitter’s algorithm looks at that account’s followers and determines other accounts that those users tend to follow. If a user follows some of those accounts, but not the advertiser’s account, then Twitter may recommend the advertiser’s Promoted Account to that user.”
If you’re thinking about paying for your own promoted account, you’ll have to wait. The rollout this week includes only a handful of companies that Twitter is including as part of a test.