This is all part of Promoted Tweets, the company's new ad platform aimed at increasing brands' interaction with fans -- and increasing Twitter's revenues, too.
These promoted trends are rumored to sell for tens of thousands of dollars. When a user clicks on the trending ad, he is directed to a search results page with the advertiser’s promoted tweet listed at the top. In this case, the promoted trend is from Toy Story, the first customer for trend-related advertising.
Some of the promoted tweets for this ad read, "'To infinity and beyond'! Toy Story 3 hits theaters Friday, June 18. Did you get your tickets yet?" and "Exclusive clip for our Tweeps! DJ Pogo presents a remix of the original classic before Toy Story 3 is out on 6/18." Both contain links as calls to action, of course.
Here's what the ads look like in action:
Of course, Twitter COO Dick Costolo insists these promoted tweets aren't ads. But after checking out these tweets and their content, including links, an ad by any other name still smells like an ad to us.
Still, it's not intrusive or offensive, and it encourages people to interact on their own terms and as much or as little as they choose. What's your opinion of promoted trends?
[hat tip: hornOKplease]