As you can see here, Fleets ads are similar to TikTok or Instagram Stories promotions, appearing between Fleets from people you follow on the platform and marked ‘Promoted’ below the profile information at the top left of the screen. This adds another consideration to advertisers on Twitter, with prominent fleet placement helping to attract further attention, while also providing full-screen ads in vertical format within the app for the first time.
Well, not for the first time. Back in 2017, Twitter experimented full screen video ads in Moments, but that test never took off, none of Twitter other ad formats they offer the same, immersive full-screen experience, which could be a new attraction for marketers.
And interestingly, as part of its announcement, Twitter notes that it might look like it brings a similar full-screen ad experience to other elements in the app.
“As we experiment with this new ad area, we’ll take a close look at the performance of vertical full-screen ads on Twitter. We want to understand the impact of this content for customers not only on fleet ads, but also on future full-screen duplicate formats on Twitter. Also we believe that ads should be unobtrusive and bring value to people, so we are focused on learning more about how people feel and engage in this new position. “
So it may be that we end up seeing expandable tweet ads that take up a full screen of tweets or other ad formats associated with Twitter’s offering of products that provide similar capacity.
Which could be far more interesting than an isolated Flots ad – because although Fleets seems to have potential as an add-on to Twitter, we still don’t have a bunch of insights into how users warm up to that option – i.e. does anyone actually care about the fleet and regularly deal with the format .
In the company the latest earnings call in late April, Twitter CEO Jack Dorsey answered an investor question about Fleets ’performance, explaining that:
“We are seeing some new activities and new demographics being used by the Fleets. [We launched Fleets] to solve the problem of people who don’t want Tweet because they were afraid it would stay too long. And in that case it benefits very well. And then it certainly took over – it certainly saw a different audience than we normally see. But we still have a lot to learn and a lot to understand in terms of where this is going from here. “
Which doesn’t sound overly optimistic – Twitter doesn’t seem to be thrilled with the use of the fleet at this stage. But again, as Twitter explained earlier, Fleet’s goal is to provide more opportunities to share content, without fear, as Dorsey says, that they will be objected to later, which is becoming a growing concern in various respects.
In that sense, Twitter says so saw the benefits:
“Initial tests in Brazil, Italy, India and South Korea showed that people with fleets were more likely to tweet and create more content in the form of fleets, tweets and instant messages than people without a fleet, resulting in measurable increases in source content production. and in the number of new content producers. “
Which is good, in a broader sense of engagement for the platform. But for advertisers, what they really want to know is how many people reach the fleet and who specifically deals with the format to gain an understanding of whether it pays to buy fleet ads.
Which, we don’t know, so it’s hard to say whether this will be a viable consideration for now or not, but we can probably expect Twitter to provide some more concrete statistics on fleet usage at some stage in the near future as it seeks to expand Fleets ads and monetize the format.
In terms of ad specificity, Fleets ads will support images and videos at 9:16, while video ads can last up to 30 seconds. Brands will also be able to add a call to action by “pulling up”, as you can see in the examples above. In terms of metrics, Twitter will provide data on impressions, profile visits, clicks, and website visits, along with video views, 6s video views, launches, completions, and quarterly reporting.
This might be a good option, but really, without usage data, it’s hard to measure a measure at this stage. So again, if you’re already experimenting with similar full-screen promotions on Instagram or TikTok and wanted to give it a try, it might be worth a try when it becomes available to you.
As of today, Twitter will launch an initial test of Fleets ads with select partners in the U.S., both on iOS and Android, and more regions will follow soon.