August 14, 2022

What you need to know

  • Twitter has introduced “Branded Likes” to allow businesses to transform the Like button into custom artworks reflecting their brands.
  • The new feature is an add-on to Twitter’s existing Timeline Takeover service.
  • Branded Likes will disappear after 24 hours.

Twitter has launched a new way for advertisers to drive brand engagement by turning the Like button into custom artwork. The aptly called “Branded Likes” will be visible to consumers in the United States, United Kingdom, Saudi Arabia, and Japan.

Branded Likes are available as an add-on to Twitter’s Timeline Takeover offering. As a result, a brand’s ad will show up first when you open Twitter for the first time on any given day.

Advertisers will be able to elect a hashtag to go with their Branded Likes, along with up to 10 translations of that hashtag. When a user taps the Like button, the custom animation shows up on any organic or promoted tweets containing the hashtags. It will appear in the same country as the brand’s Takeover ad for up to 24 hours.

(Image credit: Twitter)

Twitter said in a blog post (opens in new tab) that it has worked with creative partners including Bare Tree Media in the U.S., U.K., and Saudi Arabia, as well as Carbon for Japan, to create the animations.