Twitter is launching a new initiative to help connect brands with influencers and creators. Twitter ArtHouse will involve a global team of content strategists, digital producers and influencer marketing specialists and offer video editing and live broadcasting services.
“We help curate best-in-class Creators to develop ideas and assets on behalf of brands,” wrote Stacy Minero, the head of Twitter ArtHouse, “Our video editors help brands optimize creative assets for the Twitter feed using data driven best practices.”
Why we should care
Twitter ads that come from creators perform better than ads shared directly by the brand, according to a Twitter-sponsored study from Magna and IPG Media Lab. The data showed users spent 24% more time with an ad from a creator on the platform versus an ad directly from the brand. Ad recall rates were higher as well when a creator was involved, with branded creator posts delivering a 41% increase in purchase intent.
In terms of editing and optimizing videos for Twitter-specific content, a Twitter-commissioned report from GroupM found that videos optimized specifically for Twitter’s feed resulted in a 33% increase in emotional engagement compared to TV commercials, along with a 19% lift in unaided recall and 6% lift in message association.
Influencer marketing platform Activate surveyed just over 100 marketers and found 70% planned on increasing their influencer marketing budget this year. While the survey pool was relatively small, the data mirrors what many are seeing in the industry. Influencer marketing is continuing to grow, especially on platforms like Instagram where influencers are posting 150% more content compared to a year ago.
Influencer efforts tend to focus on Instagram, YouTube and Snapchat. With the launch of ArtHouse, Twitter is hoping to bring more brand-influencer investment onto its platform.
More on the news
Twitter has already worked with several brands on influencer campaigns, including Wendy’s, Google Brazil, Stitch Fix and Dunkin Donuts.
Twitter officially launched ArtHouse during VidCon, a three-day conference focused on the online video industry.
Brands interested in ArtHouse should contact their Twitter representative.
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