Twitter’s ‘Branded Likes’ replace the Like button with animations


Consumers in the United States, United Kingdom, Saudi Arabia, and Japan will soon begin to notice the feature.

(Image credit: Joe Maring / Android Central)

What you must understand

  • Twitter’s “Branded Likes” feature enables companies to customize the Like button into a work of art that represents their branding.
  • A supplement to Twitter’s current Timeline Takeover service, the new feature.
  • After 24 hours, Branded Likes will no longer exist.

Twitter has introduced a new feature that allows advertisers to create creative artwork out of the Like button to increase brand engagement. Customers in Japan, Saudi Arabia, the United Kingdom, and the United States will be able to see the aptly named “Branded Likes.”


As an extra, Twitter’s Timeline Takeover service offers Branded Likes. As a result, whenever you open Twitter for the first time on any given day, a brand’s advertisement will appear first.

With their Branded Likes, advertisers will be able to choose a hashtag and up to 10 translations of that hashtag. The custom animation appears on any promoted or unsponsored tweets containing the hashtags when a user clicks the Like button. It will run concurrently with the brand’s Takeover ad for up to 24 hours in the same nation.

The cartoons were made, according to Twitter, in collaboration with creative partners Bare Tree Media in the U.S., U.K., and Saudi Arabia, as well as Carbon in Japan.


According to the social networking site, Branded Likes appeal to two out of every three respondents to its survey. It further claimed that during testing, Branded Likes had a beneficial effect.

According to tests, Branded Likes had a favorable impact when combined with Timeline Takeover, increasing recall by +277 percent and buy and consideration intent by +202 percent, according to Twitter.

The pricing of the Timeline Takeover format was not disclosed by the provider. However, Promoted Trends, which function similarly to Takeover advertisements, cost over $200,000 each day, according to Social Media Today(opens in new tab).


Branded Likes can therefore be prohibitively expensive for most firms, even if they are merely an add-on. On the other hand, as Twitter noted, it’s perfect for “a movie or series debut, a huge conference, a new product release, or even a global sporting event.”

After reaching out to Twitter, Android Central will respond and update this article.

Twitter also tried out a new ad structure around the end of last year that would include relevant adverts into your tweet conversations. The most recent action might be less obtrusive in terms of introducing customers to brands.


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