Twitter is testing a new feature, called Branded Likes, to help brands stand out on crowded social media feeds and encourage users to share campaign hashtags.
With Branded Likes, advertisers can customize Twitter’s like button with animated brand imagery that can complement a campaign. Brands choose hashtags that can trigger Branded Likes in organic and promoted tweets for a period of 24 hours. Users who click or tap the posts, receive a surprise animation and can then enable the feature in their own posts when they use the hashtag themselves.
“We know that some of the best brand moments deserve a little spark and delight,” a Twitter spokesperson said.