Twitter is becoming more conversational between advertisers and average users. The microblogging site is creating a tool that lets brands more easily find and gain permission to employ users’ tweets in ad campaigns, Digiday reported.

The system improves the way companies can navigate and benefit from Twitter, which could help stifle marketers’ complaints about lack of engagement on the platform. In addition to the traditional ad formats of paying to promote a single tweet, brands can create a card that will show their own message along with hand-selected tweets by users.

Twitter will now present clients with a content-management system that allows them to see tweets related to their brands. If a marketer sees a tweet it would like to incorporate into the new type of advertising campaign, the company can direct-message the Twitter user for permission.

Brands can gain the attention of average users by choosing to retweet their posts, whether they employ particular hashtags or are about something related to the companies. For example, Snapchat retweets a mix of positive reactions to the brand along with annoyances:

Under the system, if Snapchat were advertising a feature such as a sponsored filter, the company could choose several tweets to incorporate into the new ad format.

The system can help brands become more a part of the conversation on Twitter, while also showing users the influence they can have on a brand. This feature could encourage more typical consumers to join the service, adding to its base of 320 million monthly active users. 

Some clients have invested deeply in Twitter but have failed to see either an impressive sales return comparable with that produced by Facebook or a large view count like that yielded by Snapchat.

It is unclear when this system will be available as discussions are ongoing. It was presented during CES in Las Vegas last week, when Twitter executives met with clients, as tweeted by Chief Operating Officer Adam Bain:

Last week, Twitter did release a new ad product called conversational ads. It allows an advertiser to create a poll with customizable hashtags. When users click on one of the poll options, a tweet is automatically filled and can then be personalized.