Twitter may have decided to grant brands access to the happy tweets its users made about their products. A report from Digiday says the micro-blogging site is working on a way to give brands easy access to all the positive mentions about their products so they can use them in promotional campaigns.Twitter DM

Not many details available

With such a feature, Twitter will offer its participating advertisers a way to cut through online noise and easily find positive conversations surrounding their products. Once the advertisers have found these happy tweets, they can instantly DM the authors requesting permission to share them in a “brand enthusiast gallery” campaign.

Twitter is believed to have detailed the new option at CES this past week, but it did not discuss in detail how positive tweets would be identified. Whether people will help or whether the effort will be completely reliant on an automated process is not clear for now. It is believed that there will be a standard brand ad, below which the chosen tweets will appear, much like the carousel ads on the site at present.

Twitter users often make legitimate recommendations, and this ad product seeks to capitalize on it. There is no clarification on how it would differentiate between the real tweets and the sarcastic ones.

Important for marketers and Twitter

Marketers are looking forward to launching campaigns on Twitter, and if the company introduces the ability to tap into real-time conversations, it will prove critical for both the company and advertisers. Presently, investors are concerned about the company’s future, and therefore, it becomes important for it to give more reasons to brands for caring about its offering.

Around the same time last year, Twitter planned to raise its ad ratio to about 5% of the content viewed or roughly one ad for every 20 tweets. The company refused to comment on the ad to tweet ratio it currently has in place of its new product offering.

Last week, the company rolled out controversial ads that promised to provide more brand engagement through a single click, and the “happy tweets” feature is another effort from the micro-blogging firm to show its strength in giving brands a way to capitalize on discussions taking place about their products.