Twitter’s Now Testing a Different Type of Carousel Ad Format

In the fast-paced world of social media advertising, brands are constantly on the lookout for innovative ways to engage users and maximize their ad spend. With platforms like Google, Facebook, and Instagram already offering popular carousel ad formats, it was only a matter of time before Twitter joined the trend. While Twitter has been testing carousel ads for over a year, it’s now experimenting with a more dynamic format—one that integrates regular user-generated content, allowing brands to feature tweets from everyday users alongside their ads.

This fresh approach to carousel ads could be a game-changer for brands, enabling them to create more personalized, engaging ads that resonate with users on a deeper level. In this blog, we’ll explore how Twitter’s new carousel ad format works, why it’s gaining traction, and how it compares to similar ad formats on other platforms. We’ll also discuss why incorporating user-generated content into your advertising strategy can elevate your brand’s visibility and engagement.

Twitter’s Unique Carousel Ad Format
Unlike the carousel ads you might see on Google, Facebook, or Instagram, which typically feature a series of images or videos, Twitter’s carousel ads take things a step further by incorporating an array of tweets into a horizontal slideshow. These tweets can include text, images, videos, or a combination of all three, making the format incredibly versatile.

Brands can include up to 20 tweets in a single carousel, but Twitter advises advertisers to limit the number of tweets to between 5 and 7 for maximum effectiveness. This allows brands to showcase a series of tweets in a storytelling format, guiding users through a sequence of posts that highlight key messages, customer reviews, or product features.

What sets this format apart from others is its integration of user-generated content (UGC). Brands can select their own tweets, but they also have the option to include tweets from regular users—provided they have the user’s permission. This adds a layer of authenticity to the ad, as incorporating genuine tweets from real users can make the ad feel more relatable and trustworthy.

Incorporating User-Generated Content in Ads
One of the most exciting aspects of Twitter’s new carousel ad format is the ability to feature user-generated content (UGC). This opens up a wealth of opportunities for brands to showcase real conversations happening around their products or services, making their ads feel more like organic content rather than overt promotions.

By incorporating tweets from users, especially those who are part of Twitter’s influencer program, brands can add an authentic voice to their campaigns. Whether it’s a glowing review from a satisfied customer or a tweet highlighting a positive experience with a product, UGC adds credibility to an ad and builds trust with potential customers.

To use regular users’ tweets in their carousel ads, brands must first secure permission from the user. This can be done through direct messaging on the platform, although Twitter doesn’t monitor whether brands have obtained this permission before the ad goes live. However, if a brand is found to have violated the terms of use by featuring tweets without consent, Twitter reserves the right to remove the ad.

The Benefits of Twitter’s Carousel Ads
There are two main reasons why carousel ads have become an instant hit on platforms like Google, Facebook , and now Twitter:

1. Storytelling Through Ads
Carousel ads offer a unique opportunity for storytelling. Rather than bombarding users with repetitive ads, brands can guide them through a narrative. This is particularly useful for industries like entertainment, where a movie studio could use a carousel ad to display a series of audience reviews instead of repeatedly showing the same movie trailer. This type of advertising is engaging and allows brands to showcase different aspects of their offerings in one cohesive ad.

In the case of Twitter, brands can use tweets from users who have shared their experiences with a product or service, telling a more personal and authentic story. This format also works well for launching new products, as brands can use a sequence of tweets to build excitement, reveal features, and highlight user feedback all within a single ad.

2. More Ads, Less Intrusion
Another reason why carousel ads are so effective is that they allow brands to deliver multiple ads in a single slot. Instead of cluttering a user’s feed with separate ads, a carousel ad consolidates everything into one interactive unit. This not only enhances the user experience by reducing ad clutter but also increases the chances of engagement. Since users can swipe through multiple tweets, they’re more likely to interact with the ad compared to a static image or single tweet campaign.

Twitter’s Pricing Structure for Carousel Ads
Twitter’s approach to pricing carousel ads is designed to be cost-effective for brands. Advertisers are only charged when a user engages with an individual tweet in the carousel. Engagements include actions such as clicking on a link, liking a tweet, or retweeting the content. However, if a user retweets the advertised content or favorites an audience review, Twitter does not charge for that engagement.

This pricing structure makes carousel ads particularly attractive for brands because they can reach a large audience while paying only for direct interactions. As a result, brands can save on advertising costs while still generating meaningful engagement on the platform. Compared to a single tweet campaign, carousel ads tend to attract more attention and engagement, offering a better return on investment.

Twitter vs. Competitors: Carousel Ads on Google, Facebook, and Instagram
While Twitter’s carousel ad format shares similarities with its competitors, there are some key differences that set it apart. For instance, Facebook and Instagram’s carousel ads focus primarily on visual content—images and videos. These platforms allow brands to tell a story visually, but they lack the ability to integrate real-time, user-generated content the way Twitter does.

Google, on the other hand, also offers carousel ads but primarily for shopping ads, allowing users to scroll through different products. While effective for e-commerce, Google’s carousel ads lack the storytelling potential of Twitter’s format, which allows brands to mix user tweets with promotional content.

Twitter’s incorporation of real-time tweets gives it a unique edge, as it allows brands to leverage the voice of their audience in a more dynamic and interactive way. This is particularly valuable in today’s digital landscape, where authenticity and social proof play a crucial role in consumer decision-making.

Early Adoption of Twitter’s Carousel Ads
At the moment, Twitter’s carousel ads are still in the experimental phase, with only a select group of international brands having access to the new format. These brands have worked closely with Twitter’s sales representatives to test the format, and early results indicate that the ads are driving significant engagement.

While Twitter has yet to make carousel ads widely available, the platform has plans to roll them out to more advertisers in the near future. Brands that want to stay ahead of the curve should consider experimenting with this format as soon as it becomes available, as it offers a unique way to connect with users and increase engagement.

Conclusion: How Agency Platform Can Help You Maximize Twitter’s Carousel Ads
As Twitter continues to innovate with new ad formats, it’s crucial for brands to stay ahead of the curve and take full advantage of these opportunities. Twitter’s carousel ads, with their integration of user-generated content and multi-tweet storytelling, offer a powerful way to engage audiences, build trust, and boost your brand’s visibility on the platform.

At Agency Platform, we specialize in helping businesses navigate the ever-changing landscape of social media advertising. Our SEO reseller programs and white label SEO services are designed to help you maximize your digital marketing efforts and reach your target audience through cutting-edge strategies like Twitter’s carousel ads.

If you’re ready to explore the potential of Twitter’s carousel ads and take your social media advertising to the next level, contact Agency Platform today at sales@agencyplatform.com or call (888) 736-0541 (Toll-Free). Our team of experts is here to help you craft compelling ad campaigns that drive results and elevate your brand.