Promoted Tweets expanded outside platform

Twitter has flown the nest, offering its paid-for Tweets service outside its own platform through partnerships with the mobile app Flipboard and Yahoo Japan in a Twitter first.

Although Tweets can already be published using aggregation tools like Storify, this is the first time that paid-for Tweets can now be embedded into partner sites.

According to Twitter’s blog the additional function “provides great content and monetisation opportunities for our syndication partners”.

Nissan was held up as an example of how the tool can be integrated into campaign’s – showing how the creativity of its Twitter activity can be used in other environments to compliment marketing efforts.

The service offers an additional revenue source for media owners and as more partners join the trial, promoted Tweets could be rolled out to any digital publisher or device, TV, websites or mobile apps.

In its blog about the launch, Twitter said: “For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience.”