Twitter launches ArtHouse to help brands make better content

"Our mission is simple: to help brands design Twitter-first content that moves people," said Stacy Minero, Twitter's global head of content creation.

Great advertising can improve brands' bottom lines. Twitter ArtHouse, a new offering from the social network, wants to help marketers do just that: improve their content to drive sales.

At VidCon on Wednesday, Twitter unveiled the global offering, which integrates the platform’s video editing and live broadcasting asset with its creators, influencers and artists. The ArtHouse team will include content strategists, digital producers and influencer marketing specialists who will help brands "launch new products and connect to what’s happening in culture," Stacy Minero, Twitter’s global head of content creation, said in a blog post.

Minero, who will lead Twitter ArtHouse globally, added: "Our mission is simple: to help brands design Twitter-first content that moves people."

To assess creative effectiveness, Twitter teamed up with Magna and Interpublic Group on a study that revealed that Twitter users spend about 24% more time with ads that come from creators than they do with posts from brands. Consumers also better recall branded creator posts, leading to a 41% increase in purchase intent, the sponsored study discovered.

A number of brands leverage Twitter’s creators, such as Wendy’s, which launched its S’Awesome menu items in partnership with comedian Demetrius Harmon.

Google Brazil recently worked with five artists to illustrate LGBTQ milestones and the fight for equality, which was amplified with help from influencers in the LGBTQ community.

Twitter ArtHouse will also allow brands to optimize creative assets on Twitter’s feed with the help of the platform’s video editors. According to research done in partnership with GroupM, Twitter learned that optimized videos achieve 19% more unaided recall and a 6% boost in message association, compared with TV commercials.

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