Twitter wants to turn your tweets into ads with ‘brand enthusiast gallery’ feature

Tweets from everyday users could soon feature in marketing campaigns on the social network.

As part of its ongoing shake-up, Twitter is reported to be developing a new ad product that would place tweets from ordinary users into brands’ campaigns and make it easier for marketers to source relevant content.

The ‘brand enthusiast gallery’ will allow advertisers to comb through product-related posts for potential use in Twitter ad campaigns on the site.

According to Digi Day, which spoke to an agency executive familiar with the project, Twitter will direct message users asking for permission on behalf of companies wishing to use their content.

While Twitter has declined to comment on the story, advertisers were apparently given a sneak peek at the new content-rights management system at the Consumer Electronics Show last week in Las Vegas.

The firm is also said to have debuted video editing software at the event, with the view to helping brands better adapt their clips to Twitter and Vine.

Ever since Jack Dorsey was appointed in October, Twitter has been working hard to woo advertisers and build upon its Promoted Tweets offering.

Just last week, it revealed a new ad format Conversational ads, which looks to make it easier for customers to engage with brands via specially placed call to action buttons.

The rumour mill has also been in full swing regarding the future of the social giant's trademark 140-character limit, but Dorsey said that the social network wasn't going to be shy about building more "utility and power" into the site and his team would explore ways of doing so.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

All by Rebecca