In a recent blog, Twitter announced it will add call-to-action buttons to promotional posts in an effort to create more "conversational ads" (1). According to B2B News Network, the beta testing began on Jan. 12, 2015, and is expected to continue through the rest of the month (2). Twitter hopes these promotional posts will help marketers increase brand engagement and develop new campaign hashtags for added retweets and likes. The CTA buttons are expected to drive traffic to a business's home page and turn leads into conversions. These promotional posts are similar to those of other social media giants that implement the practice, including Instagram, Facebook, and Tumblr.
Promotional posts are most often used by brands to reach new demographics and spread awareness. They can include video, GIFs, photos and links back to a company's website. There has been some controversy over promotional posts feeling too invasive for consumers pre-2015. Facebook changed its algorithm to reduce overly promotional posts and feel less intrusive to its viewers (3). Today, Facebook users can experience promotional posts that are more related to their general interests, and the same is to be expected for Twitter.