Are Twitter Group DMs a Game-Changer for Brands?

This is perhaps the only (certainly one of seldom) time(s) you'll catch me blogging about football, but as it's relating to social media, it's definitely worth a mention. It's only been two weeks since Twitter rolled out it's new group DM function and Social heavyweight brand Adidas are already all over it. 

Group DMs are currently only available for selected Twitter users (primarily advertisers and influencers) but will be rolled out platform-wide shortly. The new update allows messages to be sent to upto 20 users at a time, making it perfect for testing new content or offering chosen followers exclusive content - which is exactly what Adidas did.

The new feature is being used by Adidas to reward fans for their support of the brand's #ThereWillBeHaters campaign, by setting up private Q&A sessions between the fans and football stars, including Real Madrid star Karim Benzema. 

The result so far has been incredibly positive, and I'm sure it won't be long before other brands follow suit to provide more personal benefits to their loyal fan base.