Twitter has published its version of the story format with Fleets. After launching in April 2021, it didn’t take long to announce Twitter Fleets ads in story format.
New placement for story ads thanks to Twitter Fleets
Ads for Twitter Fleets are structured in the same way as various other formats for story ads. They play out the strengths of a full-screen display and join the organically published fleets.
As you know from Instagram story ads, for example, ads within Fleets also receive a call-to-action button with which users are guided to websites, for example.
With the new ad format, Twitter is catching up with many other social networks that have long been offering full-screen story ads.
The introduction of the format is, therefore, no surprise and offers brands and companies another playground for their vertical video ads. A test of the format is definitely recommended. Once, of course, to spread campaigns on another channel and to compare the performance of the different story ads.
Efficient distribution of vertical story ads
Especially with awareness campaigns, it makes sense to play out assets in different social networks. Since Twitter has not yet supported vertical video ads, Twitter was excluded as a placement. This will change now.
So if you produce assets for story ads, you can also use them on Twitter. That will probably also be the approach we will see most often.
For Twitter, ads for Fleets are just the beginning and serve Twitter itself as a test. So it is possible that vertical ads will soon appear in other places on Twitter. The timeline is certainly the most attractive placement here.
Advertisements for Twitter Fleets receive the known standard metrics such as impressions, profile views, clicks and video views for the evaluation. The advertisements can have a maximum length of 30 seconds, but in most cases, this should be far too long for such a format.
Ads for Twitter Fleets are starting with selected partners and will initially only be shown in the USA.