Branded likes are launching in Saudi, the UK, US & Japan on Twitter

Twitter is now expanding the availability of ‘Branded Likes’ to even more businesses, with managed advertisers in the United States, United Kingdom, Saudi Arabia, and Japan now able to use the immersive, engaging tweet tool.

What do ‘Branded likes’ entail?

According to Twitter, trials have depicted that ‘Branded Likes’ push conversation and engagement around brand launches and occasions, as well as creating entertaining, interactive experiences with consumers.

‘Branded Likes’ allows you to create custom ‘Like’ animations for specific tweets, which can help increase engagement but also awareness.

This feature is being integrated into Twitter’s Timeline Takeover ads, making sure that a brand’s ad appears as the very first ad, when a user goes onto Twitter.

How it works

As per Twitter:

• Branded Likes are available as an add-on to our Timeline Takeover offering – an ad placement that ensures a brand’s ad is the first ad to appear when someone opens Twitter for the first time that day. When Branded Likes are paired with this exclusive ad package, advertisers are able to maximize brand exposure and drive additional engagement and buzz around the moments most important to them.
• Advertisers select a hashtag – and up to 10 translations of that hashtag – for their Branded Like. We work with creative partners including Bare Tree Media for activations running in the United States, United Kingdom, and Saudi Arabia, and Carbon for Japan, to create custom artwork for the campaign.
• Any time a consumer taps the Like button on an organic or promoted Tweet that contains the pre-selected hashtag, the custom Branded Like animation will appear.
• Branded Likes will appear for up to 24 hours in the same geography as the brand’s Timeline Takeover.

 Throughout a testing phase, results illustrated that ‘Branded Likes’ elicited a positive effect when combined with Timeline Takeover, resulting in a +277 percent increase in recall and a +202 percent increase in purchase and consideration intent.

Furthermore, data showed that this creative feature has been very well-received by consumers, with 2 in 3 people surveyed finding Branded Likes to be appealing!

It will be interesting to see how advertisers in Saudi, the UK & US will utilize this tool and the results that come from using them.

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