Twitter Takes ‘Promoted Moments’ For Test Run

Just two weeks after introducing Moments to timelines, Twitter has made another move that might attract more advertisers.

Twitter announced in a blog post Friday (Oct. 23) that it would be testing its Moments feature and building advertisements into them to make “Promoted Moments.” Bobby Grasberger, manager of brand strategy at Twitter, wrote that the company hopes Promoted Moments will give brands more opportunities to connect with their customers at pivotal and culturally significant times.

“We’re seeing how powerful this experience can be for diving into meaningful narratives — and since Twitter’s inception, brands have told some of the very best stories on the platform,” Grasberger wrote. “Promoted Moments, like all of our ad products, will look and feel just like all other Moments — except they’ll be authored by a brand and be featured in the Moments guide for 24 hours, with a Promoted badge.”

While two weeks of Twitter’s still-new Moments feature have covered events like the Major League Baseball playoffs or album releases from popular artists, Grasberger explained that the first Promoted Moment would be tied into the Sunday (Oct. 25) release of MGM, Warner Bros. and New Line Cinema’s “Creed.”

In an interview with Bloomberg Business, Matt Derella, Twitter’s vice president of revenue for North America, explained that there should be about one Promoted Moment per day after Sunday. According to Derella, the new feature should prove irresistable to advertisers, who will “get this incredible engagement with people coming to see what’s happening in the world and get this really rich canvas to tell that story.”

Notably, Twitter officials told Variety that though the company had brought on a number of journalists and digital media producers to curate its non-ad Moments, they are functionally separate from the revenue-generating department responsible for its Promoted Moments.

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