This one’s interesting.
Today, via the official Twitter blog, the company has announced a new ad option called ‘Instant Unlock Cards’ which incentivize users to Tweet by “offering access to exclusive content (e.g., a film’s trailer or an exclusive Q&A) after the Tweet is sent”.
Which makes sense - you boost reach by providing motivation for users to share your brand message, while also increasing your response and hashtag usage rate, which looks good in your analytics.
But it’s interesting in that Twitter seems to almost be taking the exact opposite approach on this front to Facebook.
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