Twitter is testing a new feature that lets brands collect tweets and convert them into promotions.

Grand sale

According to Digiday, Twitter's is tinkering with a way for brands to scoop up tweets that relate to their products, then repackage them into Twitter ad campaigns.

These campaigns will feature a new ad unit called "brand enthusiast gallery".

First look

A select group of advertisers were given a sneak peek of the feature at CES in Las Vegas.

Keeping everyone's feelings in mind, authors of re-appropriated tweets will be notified before their tweets can appear in any campaigns.

While brands on Twitter have long relied on celebrities and Twitter trendsetters to promote products through tweets, this update could help brands cast a wider, and potentially more authentic, net.