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Twitter's newest Innovation Gets Rave Reviews

Twitter Innovation Takes Hold

Twitter innovates yet more as it just announced a new advertising approach called Instant Unlock Card. The company also made a point to note that this new ad product is not available on Alphabet (NASDAQ:GOOGL) or Facebook (NASDAQ:FB) -- in not so many words.

The company describes the new advertising product like this:

Conversational ads contain compelling images or videos that include call-to-action buttons with customizable hashtags.

The new Instant Unlock Card builds on this by incentivizing users to Tweet by offering access to exclusive content
Source: Twitter Official Blog

The new move was brought to our attention by Business Insider. Twitter is quick to point out that "These formats are exclusive to Twitter." The first real shot at Facebook and Google we've seden in a while.

The company claims that during beta tests brands saw an average 34% earned media rate. "That means for every 100 paid impressions, an advertiser receives 34 earned impressions!"

In what reads as one of the best Twitter blogs in a while, the company gives the reader some real meat to the bone. AMC wanted to make a big impression at Comic Con and tried the new Instant Unlock Card that made the trailer exclusively available through that product. Here's what Suzanne Park, VP of Marketing, AMC had to say:

In a crowded environment, this powerful new feature helped us give fans at Comic-Con and beyond what they were hungry for – more of 'The Walking Dead.'
Source: Twitter Official Blog

Twitter went further, describing the success of none other than Coca-Cola. Katie O'Gorman, the director of social center for Coca-Cola North America said, "Twitter was a great partner in helping us think differently and use the technology in a truly ownable way."

Business Insider did a great job expanding on the analysis when it wrote:

And while the ad formats are promoting video content at the moment, we expect that in the future this offering will be used to promote sales and promotions from retailers.

Target, for example, could also use the ad format to provide Twitter users with a secret code that gives them early access to an online sale of their latest clothing line.
Source: Twitter Official Blog

And that's where the innovation really takes hold. Twitter (NYSE:TWTR) had a prolific quarter of deal making for streaming online video and live events including every major professional sports franchise in the United States and in the U.K. with Wimbledon the English Premier League.

Twitter is now going further, diversifying its bet on the future and innovation appears to be taking hold.

The author is long shares of Twitter

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