Twitter channels Snapchat filters with Promoted Stickers

In its effort to prove that it’s not dying, Twitter is casting a wide net. For example, it’s investing heavily in live sports streaming. But while some of Twitter’s efforts appear to hedge against irrelevance as a core social platform, Twitter isn’t giving up on core social yet either.

For example, Twitter recently unveiled Stickers, a feature resembling Snapchat filters that allows users to add graphics, such as emojis, to photos they share on the service. Stickers, which help Twitter turn photos posted by users into searchable content, were dubbed a “visual spin on the hashtag.” Twitter says millions of photos have been shared on its service with Stickers.

Now, Twitter appears to be channeling Snapchat again by launching Promoted Stickers, which are similar to Snapchat’s Sponsored Filters. As the name suggests, these are branded Stickers that Twitter users can add to their photos.

According to Twitter’s Head of Product, Brand & Video Ads, Ilya Brown, “Promoted Stickers represents a huge opportunity for brands to drive brand affinity and raise awareness of their message at scale.”

The first brand putting that claim to the test is Pepsi, which has created 50 Promoted Stickers for its PepsiMoji campaign that will be available to Twitter users in 10 marketers, including the US. Brown says “this campaign marks the largest partnership between Twitter and Pepsi to date.”

What is Twitter?

While Twitter lured Pepsi to be the exclusive launch partner for Promoted Stickers, the social media company, which has been struggling with stagnant user growth, is facing increased competition for ad dollars.

Much of the competition is thought to come from younger players like Snapchat, which is aggressively pursuing monetization opportunities with the goal of building a billion dollar ad business. Offerings that are similar to ad formats from Snapchat and other upstarts could help Twitter stay relevant with brand marketers to some extent. After all, if Twitter’s offerings are familiar because they’re similar, it might find it easier to convince marketers to give them a try.

But Promoted Stickers and offerings inspired by competitors probably won’t help Twitter solve its ongoing identity crisis.

Until it does, marketers experimenting with new Twitter ad offerings will want to keep a close eye on engagement and ROI. Ultimately, results, and not formats, are all that matter.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource