Twitter Adds New Ad Unit and Alters Core Features

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week’s Social Media Marketing Talk Show, we explore Twitter’s new Promoted Trend Spotlight ad unit, limits on tweet replies, and other upcoming changes to core features with special guest, Madalyn Sklar.

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Watch the replay of this week’s show below.

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About Our Special Guest

  • Madalyn Sklar is a leading Twitter marketing expert and host of the #TwitterSmarter Twitter chat and the #TwitterSmarter podcast.

Use the timestamps below to fast-forward to our top stories in the replay above.

  • 8:48 Twitter Launches Promoted Trend Spotlight Ad Units for the Explore Tab
  • 13:10 Twitter Gives Users Option to Limit @Replies
  • 22:32 Twitter Announces Upcoming Product Updates at CES 2020
  • 31:26 Twitter Removing Audience Insights Tab in Analytics


Twitter Launches Promoted Trend Spotlight Ad Units in the Explore Tab: Twitter launched the newest takeover ad product on Twitter, Promoted Trend Spotlight. The new ad unit allows brands to take up “premium real estate” in the top section of Twitter’s Explore tab on both mobile and desktop.

Promoted Trend Spotlight ads are currently available to all advertisers in the U.S., UK, and Japan. Twitter plans to roll it out to 12 additional markets in the coming months, including Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, Saudi Arabia, South Korea, Spain, and Thailand.

Twitter Gives Users Option to Limit @Replies: At CES 2020 in Las Vegas, Twitter’s VP of Product Kayvon Beykpour shared a new way for users to control conversations. The platform will now give them four options to “tailor” their replies: anyone can reply, only those whom a user follows can reply, only those tagged can reply, or no replies at all.

TechCrunch reports that this upcoming feature builds on the ability to hide replies, which Twitter introduced in 2019, and it’s currently being tested.

Twitter Announces Upcoming Product Updates at CES 2020: Other topics Twitter executives discussed at CES included more focus on Topics, which will be expanded and taken global, and more work on how people can create and share lists on the platform. Twitter also provided an update on the Threaded Conversation feature, which is expected to roll out in Q1 2020.

In terms of marketing, Twitter also shared it will be building out more analytics and expending Twitter Surveys globally, as well as building a new platform, Launch, for marketers to roll out new products and services for advertisers. Twitter will also continue developing content partnerships with other brands, organizations, and sports like the NBA.

Twitter Removing Audience Insights Tab in Analytics: Twitter confirms plans to remove the Audience Insights tab from Twitter Analytics by the end of this month. Admins should see a notification about this update at the top of their Twitter insights. The company hasn’t announced if a different tool will replace the Audience Insights tab, nor has it announced plans to integrate this tool’s functionality into Media Studio.

This update was widely shared by social media industry commentator and consultant, Matt Navarra.

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