New monetization option: Twitter tests ads in comments

Twitter tests the integration of ads directly into the conversation under a tweet. The feature could be an interesting monetization option for creators, but it has also met with criticism.

Soon, users could come across advertisements in their Twitter replies. So far, ads have not been integrated directly into the conversation under a tweet, but that could now change. The option is currently still in the test phase. Selected users of the global test can familiarize themselves with the new feature, which is currently only available to a limited extent for iOS and Android users. The ads are integrated below the first, third or eighth response to a tweet – Twitter sea so exactly where the conversation takes place. Twitter’s Revenue Product Lead Bruce Falck shows in the video what the ad replies look like in action:

Part of the advertising revenue could go to the creators

Some users criticized the test of the ads under the announcement tweet. Ads in the comment area would worsen the user experience, as they disrupt the course of the conversation. Should Twitter roll out the function extensively, some users would have to get used to the unfamiliar view of ads in the comment area. But there is also good news: As Falck explains under his tweet, creators can expect to receive part of the advertising revenue if they agree to the ads on their tweets. So this could be an interesting monetization option for creators.

© Twitter

Before the feature is fully rolled out, Twitter wants to test the performance of the ads for a few months. Different layouts, insertion points and more are tested before the function is made available to the general public, if necessary. The option is intended to be a way for creators to be paid for their content. It can be assumed that this is another Twitter measure to keep creators on the platform with monetary incentives. Just recently, the platform also announced the launch of Twitter for Professionals with exclusive features, which gives creators and brands an opportunity to promote their products in a special way.

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