Twitter unveils first plan to monetise tweets outside its platform

What a promoted tweet might look outside of Twitter.

How a promoted tweet might look outside of Twitter.

Twitter has announced plans to embed promoted tweets outside of its platform, with the Flipboard app and Yahoo! Japan sites the first partners signed on.

It will be the first time the paid-for tweets have appeared outside of Twitter and paves the way for other partnerships with popular app makers and online content providers, the social media company said today.

In a blog post released overnight the company said: “We’ve been thinking a lot about how we can take the rich canvas of the Promoted Tweet and extend it beyond Twitter, to all the places where Tweets go today. 

“What makes Twitter unique is that tweets can flow from Twitter to other mediums seamlessly, like TV, websites, and mobile applications. In fact, in the third quarter of 2014 there were approximately 185 billion tweet impressions off of Twitter.”

According to Twitter, tweets appearing on third party locations like apps offered a huge opportunity for brands to take their tweet reach beyond Twitter audiences under the plan for promoted tweet campaigns.

“Through this new partnership, Nissan could run a promoted tweet campaign on Twitter, with specific creative and targeting, and simultaneously run the campaign off Twitter, with the same targeting and creative in the Flipboard app,” the blog post said.

“Best of all, because Flipboard already integrates organic tweets into the app, the promoted tweet will have the same look and feel that is native to the Flipboard experience.”

The statement did not say when the new option would be available to advertisers, although it is expected to be rolled out on Flipboard globally.


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