Twitter Tests Ads in Tweet Replies, Which Could Provide New Opportunities for Brands and Creators
The format is currently only in testing, so only certain users will see the promoted tweets. But even then, you can imagine there will be backlash, with Twitter users generally resistant to any change, especially one that puts more ads in their way, and distracts them from the discussion in the app.
But there is an interesting, alternate angle to this new experiment. As Falck
further notes, the option could essentially facilitate direct monetization of tweets, with the tweet creator able to opt-in to these ads, then get a cut of the resulting revenue.
Which aligns with Twitter’s broader creator monetization push, providing more incentive to keep its most popular users tweeting more often, while it could be interesting, also, to enable retrospective activation of such, on a selective basis.