Twitter is testing new Fleets ads. It will insert the ads between Fleets as you tap full-screen frames.
Fleets ads are the same as the promotions on TikTok or Instagram Stories. They appear between Fleets from people you follow and designated with a Promoted tag under the profile info.
Twitter advertisers can leverage the placement of Fleets to gain attention. And it now provides full-screen, vertical format ads in-app.
Twitter notes it may also use full-screen ads to other features in the app.
“As we experiment on this new surface for ads, we’ll take a close look at how vertical, full-screen ads perform on Twitter. We want to understand how this content performs for customers not just for Fleet ads, but for future iterations of full-screen formats on Twitter. We also believe that ads should be non-intrusive and bring value to people, so we’re focused on learning more about how people feel about and engage with this new placement,” says Twitter.
Fleets seems to have a potential as a Twitter addon. But we lack more insight on how users will welcome the option.
How it all started
In late April, Twitter CEO Jack Dorsey responded to an investor question about the performance of Fleets.
“We’re seeing some new activity and new demographics utilizing Fleets. [We launched Fleets] to solve the problem of people not wanting to Tweet because they feared it staying around too long. And for that use case, it is working very well. And then it certainly has taken on — it certainly has seen a different audience than we normally see. But we still have much to learn and a lot to figure out in terms of like where it goes from here,” said Dorsey.
Seems like Twitter is catching up with the usage of Fleets. The aim of Fleets is to expand content sharing options.
“Initial tests in Brazil, Italy, India, and South Korea showed that people with Fleets were more likely to Tweet, and that they create more content in the form of Fleets, Tweets, and Direct Messages than people without Fleets, resulting in measurable increases in both original content production and the number of new content producers,” explains Twitter.
But advertisers would want to know how many people Fleets is reaching. And they want to determine the group of people who engaged with it before buying Fleets ads.
Fleets ads will support images and vertical video in 9:16 aspect ratio. Video ads may last up to 30 seconds. And brands may add a swipe-up call-to-action.
Twitter will release data on impressions, profile visits, clicks, website visits, video views, 6-second video views, starts, completes and quartile reporting.
Twitter will launch the initial test of Fleets ads initially with a chosen few in the US on both iOS and Android. And more regions will follow.