Ads are coming to Twitter’s version of Instagram Stories – Fleets.

“The best way to engage honestly with the marketplace via Twitter is to never use the words ‘engage’, ‘honestly’ or ‘marketplace’.” – Jeffrey Zeldman

Twitter and Fleets AdsTwitter has announced its plan on pilot-testing Fleets Ads in the U.S. (for a limited number of advertisers – 10) bringing full-screen, vertical format ads to the platform for the first time allowing the company to better compete with social media platforms offering the same such as Facebook, Instagram and TikTok.

The new Fleets ads will show up in between Fleets from people you follow. They will support both images and video in 9:16 format. Furthermore, the video ads support up to 30 seconds of content and allow advertisers to add a “swipe up” CTA with ads.

Compared to Instagram Stories which offers up to 120 seconds or TikTok’s 60 seconds, Twitter’s video ads offered length is quite short.

Twitter hasn’t confirmed how often users will see a Fleets ad while swiping, only stating that the company will innovate, test and continue to adapt in this area to understand – and learn – how people engage.

Twitter’s Fleets Ads announcement states: 

As we experiment on this new surface for ads, we’ll take a close look at how vertical, full-screen ads perform on Twitter. We want to understand how this content performs for customers not just for Fleet ads, but for future iterations of full-screen formats on Twitter.” 

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