Twitter has began the next expansion phase of its Promoted Tweets ad platform, making the paid-for tweets appear on user timelines.
In a blog post, the company said that it will testing the Promoted Tweets in user timelines with the help of HootSuite.
The company said it would be testing when and where to place the Promoted Tweets in the coming weeks, finding out how users react to and engage with the Promoted Tweets on their timeline.
“Not all HootSuite users will see Promoted Tweets and those who do may see different Promoted Tweets in different places in their timeline,” the company explained.
Promoted Tweets will only appear on a user's timeline if it is relevant.
As with its Promoted Account advertising service, the company will analyse signals to determine the relevance of a Promoted Tweets to a user. The signals include the list of people a user follows.
“For this latest roll-out, we’ll work closely with Twitter to ensure a high-quality and relevant experience for users. In other words, you’ll see Promoted Tweets which closely match your interests, or you won’t see them at all,” HootSuite said in a blog post.