Twitter is rolling out a way for people to slap an ad right on the photos they post to its social network. These ads are the branded version of the Stickers that Twitter introduced in June for people to add emoji-like illustrations to their photos, as they can on Snapchat and Facebook. As with non-ad stickers, people can click on a branded sticker to see photos from other people who included it.
Pepsi became the first brand to run these ads, posting less than 50 branded stickers to Twitter’s Stickers library for people in Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, United Arab Emirates and the US.
Twitter said it had been working with Pepsi for months, culminating in a campaign that was its largest collaboration with the brand to date. In its release, Twitter said promoted stickers would be open to all brands starting Monday.
The new ad format is Twitter’s latest attempt to inject some mojo into the platform and bring in revenue from big-brand advertisers. Last year, the micro-blogging site launched branded emojis for marketers like Anheuser-Busch, Coca-Cola and Pepsi. In January, those branded emojis reportedly cost $1 million for Super Bowl advertisers and included packages with other types of Twitter ads.
Twitter is also entering the live-streaming space with the goal of hitting $50 million in ad sales from airing 16 Thursday Night Football games this fall.