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Twitter Expands Tweet Replies Ad Placement to All App Advertisers

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Twitter Expands Tweet Replies Ad Placement to All App Advertisers

After several months of testing, Twitter is now making its Tweet replies ad placement option available for all app install campaigns, on both iOS and Android.

As you can see in this example, the option places app install ads after the first reply beneath a Tweet, giving app developers a chance to reach users engaged in relevant conversation.

As noted, Twitter first began testing the option back in October, and in its initial experiments, advertisers have reported increased impressions, decreased cost per install and more attributed downloads.

Reddit launched a similar placement last September, with Conversation Placements also aimed at catching engaged Redditors in post reply threads.

There’s some logic to that, especially if you’re able to place your ads based on keyword mentions or similar, ensuring that your promotions appear in contextually relevant, and ideally, highly active discussions. Targeting is the real key, and it’ll take Twitter some time to get this element right, but there is potential there to reach the most interested users.

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But another, more interesting element is this – eventually, Twitter could also look to provide tweet creators with a direct monetization avenue through this ad placement.

That was effectively confirmed by Twitter’s GM of Revenue Product Bruce Flack as part of the initial test, who said that, eventually, creators will be able to opt in to this ad placement, and get a cut of any revenue generated as a result.

That 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.

For example, right now, when a tweet goes viral, you’ll often see the tweet creator add in an additional reply, highlighting their SoundCloud or a charitable cause which they can then bring more attention to as a result of that tweet.

But what if you could directly monetize all of your viral tweets, and get paid for their performance?

That could also slot into Elon Musk’s monetization plans for the app. Musk has already noted that he wants to explore the monetization of embedded tweets, as part of a bigger push to get prominent users tweeting more regularly.

Enabling all creators to directly monetize their reply threads could be another element of this.

Right now, however, it’s only available for app install campaigns. Twitter says that it’ll look to expand the option to more placements in future, dependent on how this initial launch performs, while the creator monetization element isn’t in play just yet.

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We’ll keep you updated on any developments.

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Instagram Expands Access to Reels Templates, Adds New Music Recommendations for Reels Clips

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Instagram's Working on a New Option That Would Simplify Reels Monetization for Creators

Looking to get into Instagram Reels, but not sure what to post?

This could help – over the last week, Instagram has been giving more users access to its Reels ‘Templates’ option, which enables you to create Reels based on popular content formats in the app.

As you can see in this example, shared by user Ahmed Ghanem, some people are now seeing the new ‘Templates’ option within the Reels camera, which enables you to select a format for your Reel based on popular trends.

Instagram initially launched its Templates option back in April, which takes users through a frame-by-frame process to create a similar-looking Reels clip.

Instagram Reels templates

So if you lack creativity, now Instagram will do the creative framing for you, which could be handy, as a means to create more engaging clips.

But it could also make a lot more of your Reels feed look familiar, due to replication of the same types of clips over and over again, while it also leans on the talents of trendsetters within the app. Which TikTok has come under scrutiny for in the past, and it’ll be interesting to see whether creators start to question the re-use of their formats in this way.

But if you do need help, maybe it’ll come in handy – and that’s not the only way that IG is looking to lend a guiding hand in the Reels creation process.

According to another discovery by Ghanem, Instagram will also now recommend songs for your content, based on your upload.

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Instagram Reels music recommendations

How, exactly, Instagram recommends different songs for different clips is not clear, but based on these tools, you could essentially extricate yourself of almost all your creative content decisions – you just come up with what you want to film and Instagram’s recommendation tools and templates will do the rest.

Which seems to run counter to the whole ethos of the short-form video trend, which enables users to contribute to the latest trends and memes with their own, simple, creative takes. Indeed, what people like most about short-form content is that it provides more avenues for creativity, which makes these new features feel less genuine, and less interesting, even if they do help you get a few more Likes as a result.

Which they probably will, and for brands that are short on time, and are unable to keep up with the latest formats and tracks, they could be a big help (note: business accounts are limited in terms of what songs they can use in their clips).

But I don’t know. It feels a bit artificial, doesn’t it? Like, Meta is so keen to get as many people as possible posting short-form clips that it’s taking all of your own input and personality out of the process.

Maybe I’m over-thinking it – and really, what I am thinking is that someone should create an account that only posts videos using templates and song recommendations to see what sort of engagement it gets.

It could be massive – but it also feels like another step towards killing off the short-form video trend entirely by doing it to death.

Much like Stories before it – and, ultimately, that could be another way for Meta to negate competition.



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