Twitter is in Fleets, the Instagram Stories-like feature it launched last year. The ads mark the first time Twitter has experimented with the type of full-screen vertical ads that are common throughout apps like Instagram or Snapchat.
Twitter is billing the ads as a way for brands to share the type of content that users are likely used to seeing on Instagram or other platforms. “Fleet ads are a space for brands to be creative: go behind the scenes, have a creator take over your account, or share a hot take,” the company wrote in a blog post.
To start, the new ads are available to just “a handful of advertisers'' and will be visible to a “small group” of US Twitter users. But the company hinted that if the experiment goes well, it may introduce the full-screen ad format elsewhere on Twitter. “We want to understand how this content performs for customers not just for Fleet ads, but for future iterations of full-screen formats on Twitter,” the company said.
The new ads come as Twitter has introduced new ways to monetize its platform. As CNBC , the company also began experimenting with , though that test isn’t available in ad form yet. It’s also working on a $3/month subscription service, and , which allows users to sell tickets to audio chats.