Twitter Releases ‘Conversational Ads’ to Help Users Talk About Brands

Call-to-action buttons make it easier to push hashtags

Headshot of Marty Swant

Twitter is trying to make it easier for consumers to spread the word about brands they like through new "conversational ads."

The ads, now available for beta testing, include a call-to-action button. When someone taps the button, a pre-composed tweet with a brand message pops up. Users who want to tweet it can then personalize the message before sharing it with their followers.

"For many years, marketers have successfully increased their brand engagement using Promoted Tweets with compelling images or videos and campaign hashtags that drive retweets, likes and follows," Twitter stated in a blog post published today. "Conversational ads take this a step further by including call-to-action buttons with customizable hashtags that encourage consumer engagement."

According to Twitter, the new feature is powerful because the paid posts spawn organic posts, creating an opportunity for more earned media at no additional cost.

In another brand-friendly test that began last month, the company is showing Promoted Tweets to people who visit the website without logging in.

@martyswant Marty Swant is a former technology staff writer for Adweek.