Fleets are Twitter's new advertising playground

·2-min read
Twitter first launched Fleets in November 2020.

This commercial break is brought to you by Twitter. The social network will soon allow ads to be broadcast in Twitter stories. For the first time on the platform, brands will be able to display their advertising campaigns in Fleets.

Twitter has announced that Fleets will now be able to display ads between two stories being watched by a user. The social network has just launched a first test in the United States with just ten advertisers for the time being on iOS and Android. The ads will be displayed in full screen and will last up to 30 seconds.

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Shorter ads than on Instagram

This is a first for Twitter, which has been reg rolling out new tools on its platform to compete with its rivals. However, Facebook, Instagram, Snapchat and even the relatively new TiKTok already offer this kind of opportunity to brands along with some little bonuses. On Instagram, ads can run up to 120 seconds, while TikTok offers ad content up to 30 seconds. However shorter ads could prove more effective.

Brands will be able to include the "Swipe up" feature to embed a link and generate engagement. Twitter has not yet specified the frequency of ads shown within Fleets. Brands will have access to the data collected from these ads to see the number of impressions, profile visits, clicks, site visits and other statistics offered by the standard Twitter tool.

Twitter first launched its "Fleets" format last November to compete with the various story formats of its rivals like Snapchat, Instagram and Facebook.

Lately, Twitter has been upping the ante on monetizing its platform by offering new features such as the Super Follow, which would allow users to charge for their tweets, or more recently its Twitter Blue service, billed at $2.99 per month, which enables access to new features. The social network also recently announced the Tip Jar function allowing users to send money to the tweet author of their choice.

Sabrina Alili