Twitter Inc. is testing a swipeable ad unit that lets retailers and other advertisers showcase multiple products or messages in a single ad on the social network.

Twitter calls the ad format Promoted Tweet Carousel. The ads let an advertiser put multiple tweets together in a single ad that a user can swipe or click through to view. Those tweets may showcase several product images, videos or text in a single ad. That content may have been developed either by the brand or online influencers, such as popular bloggers or YouTube personalities with many followers, who give the merchant permission to use it.

“Advertisers have told us that creating compelling, engaging content can be both expensive and time-consuming,” writes Andrew Bragdon, Twitter’s revenue product manager, in a blog post. “We also know that driving word-of-mouth marketing is critical as marketers want to develop an authentic relationship with customers. Since people tweet about their favorite brands and products every day, we developed this powerful solution to help marketers leverage social recommendations.”

Twitter says it is testing the ad unit with a small number of advertisers around the world.

The move comes only a week after Twitter acknowledged it has shifted away from adding a Buy button that let consumers buy directly on its platform.