Twitter Inc. is in need of much-needed funds, and it has come up with the idea of monetizing its promoted stickers – a new engagement feature introduced a few days ago according to a blog post by Twitter. The promoted stickers are intended to help brands engage better with customers and followers.
According to Ilya Brown, Twitter’s Head of Product, Brand and Video Ads, the newly introduced feature stickers empowers brands to develop intuitive tools such as GIFs, polls, emojis, and photos to drive rewarding interactions. Business brands across all niches will benefit greatly from this new Twitter feature, and Pepsi has taken the first plunge.
Pepsi takes the first plunge with monetized Twitter stickers
In what has turned out to be the largest partnership between Twitter and Pepsi, the soft drink company has emerged as the exclusive launch partner of Twitter’s Promoted Stickers. As part of its worldwide PepsiMoji campaign, Pepsi has adopted about 50 creative stickers across 10 markets to drive customer interaction and boost sales via increased product engagement online.
How Twitter’s Promoted Stickers work
The promoted stickers will serve as visual hashtags, Business Insider wrote. To this extent, users have the opportunity of creating four or eight promoted stickers which will function as visible hashtag for brand followers to see and interact with. What this means is that, users of a promoted sticker will be able to see and interact with other companies’ stickers if the stickers are of the same visual hastag.
Brown explained that people who creatively use a company’s promoted stickers will be discoverable by such company, giving the latter the leverage to measure how people interact with its brand to influence marketing decisions. This new initiative will generate more ad revenue for Twitter no doubt, but it will also increase business revenues for brands that run with it.
It must however be pointed out that not all companies will be able to use Twitter’s promoted stickers for now, only those with managed accounts will; and this is why a brand must secure the help of its account team to get started on this new marketing initiative.
Success stories with promoted stickers
Pepsi is not the first brand to take on monetized stickers, Snapchat and Line did and both came out better strengthened by the initiative, according to Business Insider. With Snapchat, the experience enabled users to interact better with branded content on social media platforms. And with Asia-based Line, users and brands pay for creative stickers, and the messaging company realized nearly one-third of its $1 billion revenue from the increased engagement.
It is expected that Pepsi’s adoption of this new feature stickers will be beneficial to both the company and Twitter , but this remains to be seen shortly. And another thing: it is not clear at this moment if individual persons can use promoted content privately, apart from the fact that they can use it in relation to a company’s brand. But Twitter continues to be innovative, and who knows what they have up their sleeve as 2016 draws to a close.