Twitter is reportedly in the works to roll out a new ad feature that would allow brands to tap into everyday users' tweets to use them for their ad campaigns.

According to Digiday, Twitter introduced the new ad concept to advertisers at the Consumer Electronics Show that was held in Las Vegas last week. Instead of promoting their content in ad campaigns on the social network, brands would be able to pull tweets from regular everyday users to form a "brand enthusiast gallery" that will feature tweets that relate to that particular brand.

Twitter would then send a direct message to the user who sent the tweet to ask for permission for the brand to use the tweet, and if they agree, the brand would then be able to repost it to spread word of mouth.

Twitter has not yet commented on the new ad structure, but the source who spoke to Digiday said that it would allow regular users' recommendations to be highlighted by brands for free instead of using celebrities that are part of their sponsorship deals. As a result, other users will get a more trusted opinion regarding the brand since those regular users are unpaid, and thus, unbiased.

However, these Twitter users may not be okay with having brands feature their endorsements.

Twitter previously introduced conversational ads earlier this month, which allow consumers to engage with brands' campaign messages by featuring call to action buttons with customizable hashtags.

The Twitter user will then be able to share the tweet with their followers featuring their opinion regarding the brand's tweet, such as a fan of a coffee shop preferring its house blend over its dark roast, along with the original photo or video and text that was tweeted by the brand.

Twitter also showcased its new video editing software at CES to agencies and brands. The editing software uses the social media's acquired video company, SnappyTV, and allows users to take longer videos and shorten them into six-second clips to fit Twitter and Vine.

Source: Digiday

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