‘Instant Unlock Card’ on Twitter to watch exclusive content with a tweet

A stagnant user growth is the biggest crisis Twitter is facing presently. So, in a bid to fix that Twitter has announced a new format to display ads that are designed to make users tweet. Named ‘Instant Unlock Cards’, the service is an extension of Twitter’s previously launched Conversational Ads which gave advertisers the ability to post images and videos along with call-to-action buttons that include customizable hashtags.

The new feature from Twitter is indeed an interesting option to add some more users onboard. The format that could be used by advertisers to promote their content comes with a quirky element. If users want to access this content, they have to tweet in order to view it. The content unlocks only after a tweet is registered by the user. This will allow brands to push exclusive content to their users and make them tweet in order to gain access to it.

Now Available! Engage w/ customers using Conversational Ads & the new Instant Unlock Card. https://t.co/NoRREule5Z pic.twitter.com/aFlMvgtbh8

— Twitter Advertising (@TwitterAds) August 4, 2016

The concern with Twitter until now was that the content available on the site can be viewed by anyone online without the need to sign up. The new ads format, however, might change this. It will not just give users a reason to tweet, it will also force people into signing up for the platform to view special content from brands they like.

Twitter’s Instant Unlock Card is currently in beta trials. Coca-Cola AMC, Marvel, and Axe Body Spray are the first to use this service. In fact, AMC utilized Instant Unlock Cards to promote the world premiere of its “The Walking Dead” trailer.