Sylvia Duruson
Twitter, now known as X, has launched three new branded features – Custom Likes, Hashmoji, and Hashfetti – to revolutionise brand-consumer engagement on its platform.
These innovative tools allow advertisers to connect with audiences in more personalised, memorable ways beyond the standard “like” button.
As social platforms evolve into active brand ecosystems, X aims to provide marketers with solutions that foster meaningful interactions and conversations with target users.
“With Branded Features and ad packages, brands can create unique experiences and engage audiences more personally,” X said.
Custom Likes replace the generic like button with a brand’s custom icon when users engage with sponsored posts. Testing showed a 277% increase in recall and a 202% lift in purchase intent.
Hashmoji enables brands to create customised emojis that populate when users share specific hashtagged content. This seamlessly weaves brands into cultural conversations.
Hashfetti adds celebratory visual effects tied to hashtags when users engage with a campaign hashtag, confetti bursts on the screen, sparking shared excitement.
“Hashfetti transforms hashtags into interactive tools that add delight, making them integral to communication strategies,” X explained.
Presently accessible on iOS and the web in Nigeria and 35 other countries, X’s new features look to spread to Android down the line as part of a larger platform expansion
These features encourage active user participation with branded content authentically. They provide brands with creative influence over cultural discussions on X.
X aims to foster an ecosystem where brands interact meaningfully with consumers. As communication continues shifting online, branded features allow personalised connections at scale.
The launch boosts X’s efforts to equip advertisers with innovative tools to engage users. It signals a commitment to enabling brands to deepen ties with target audiences creatively.
