Twitter launches ‘Custom Hearts’ on Periscope to push brand engagement

Twitter is ramping up its efforts to monetise its video content by launching ‘Custom Hearts’ – a “way for brands to visually and natively amplify their campaigns with live video”.

The hearts, which were originally used to show a video creator people were enjoying the content, will now have a customisation option for brands.

Custom Hearts can be activated through a hashtag on the live broadcast’s title and can then be used alongside standard hearts.

“Custom Hearts provide brands an opportunity to add more branding to their Periscope Broadcasts through custom graphics that display natively amongst standard Periscope hearts and are activated through a specific hashtag in the broadcast’s title. Once activated, the Custom Heart design is then natively mixed in with the standard hearts. Custom Hearts can be used alone or combined with pre-roll ads in brand sponsorships of broadcasts,” a blog from Mike Folgner, group project manager at Periscope announced.

NBC Universal was the first brand to use the new feature in line with the launch of ‘The Fate of the Furious.’

The brand created customised F8 hearts to engage with consumers.

The announcement comes after the social media platform launched pre-roll ads on its live video content last month, which Twitter said was a brand-safe digital advertising option.



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