Twitter's new feature will allow tweets to feature in brand's ad campaigns

In addition to its new Conversational ads, which we reported on last week, Twitter is said to be developing a new ad product that places tweets from users into brand's campaigns, making it easier for marketers to find relevant content.Titled the 'brand enthusiast gallery' it will provide brands with product-related tweets that they can then use as part of their Twitter ad campaigns, provided the users giver their permission. It's thought that advertisers were given a preview of the feature at last weeks Consumer Electronics Show in Las Vegas. 

Tweets from everyday users could soon feature in marketing campaigns on the social network.

As part of its ongoing shake-up, Twitter is reported to be developing a new ad product that would place tweets from ordinary users into brands’ campaigns and make it easier for marketers to source relevant content.

The ‘brand enthusiast gallery’ will allow advertisers to comb through product-related posts for potential use in Twitter ad campaigns on the site.

According to Digi Day, which spoke to an agency executive familiar with the project, Twitter will direct message users asking for permission on behalf of companies wishing to use their content.

While Twitter has declined to comment on the story, advertisers were apparently given a sneak peek at the new content-rights management system at the Consumer Electronics Show last week in Las Vegas.

The firm is also said to have debuted video editing software at the event, with the view to helping brands better adapt their clips to Twitter and Vine.

Ever since Jack Dorsey was appointed in October, Twitter has been working hard to woo advertisers and build upon its Promoted Tweets offering.

Just last week, it revealed a new ad format Conversational ads, which looks to make it easier for customers to engage with brands via specially placed call to action buttons.

The rumour mill has also been in full swing regarding the future of the social giant's trademark 140-character limit, but Dorsey said that the social network wasn't going to be shy about building more "utility and power" into the site and his team would explore ways of doing so.