Twitter is introducing a new way for brands to integrate their campaigns to videos With a feature it calls 'Custom Hearts', brands can promote themselves in an immersive and a more personalized way.
Launched by Twitter on April 10th, 2017, Custom Hearts are unique to the live video experience on both Twitter and Periscope. It allows the audience of a video to engage and show support to the broadcaster.
"Custom Hearts is a new way for brands to visually and natively amplify their campaigns within live video," said Mike Folgner, Periscope's Group Project Manager.
Custom Hearts can be customized and tailored to a brand's campaign, opening up a new organic way for them to present themselves to a live experience. Custom Hearts are present throughout the entire video, and are sent by audience by tapping on the screen.
This can give brands an opportunity to capture a higher amount of engagement, and also allowing the audience to express their enthusiasm for the content.
.@ScottEastwood is taking over at the #F8Premiere https://t.co/3lG693uL2N
— Fast & Furious (@FastFurious) April 8, 2017
What the Custom Hearts feature does can be seen on the above tweet by NBC Universal's Fast & Furious account.
Promoting The Fate of the Furious, the Custom Hearts show a customized graphics that display natively amongst standard Periscope hearts, and are activated using a special hashtag in the broadcaster's title.
"Once activated, the Custom Heart design is then natively mixed in with the standard hearts. Custom Hearts can be used alone or combined with pre-roll ads in brand sponsorships of broadcasts," continued Folgner.
Since Custom Hearts don't need to look like 'hearts', brands can take full advantage of them by creating hearts that are unique to their brand.
