Twitter launches a new initiative to help connect brands to influencers and creators. Twitter ArtHouse will involve a global team of content strategists, digital producers and influencers, and will offer video editing and live streaming services.
"We help the best creators create ideas and assets on behalf of," writes Stacy Minero, Twitter manager ArtHouse, "Our video editors help brands optimize creative resources for the Twitter feed using best practices based on the data.
Why we should care
Twitter Creator ads perform better than ads that are directly shared by the brand, according to a study sponsored by Twitter by Magna and IPG Media Lab . The data shows that users spent 24% more time with an announcement of a platform creator compared to an ad directly from the brand. Callback rates for ads were also higher when a creator was involved, with creator messages carrying a purchase intent increasing by 41%.
With regard to editing and optimizing videos for specific content to Twitter, a report commissioned by Twitter. GroupM found that videos optimized specifically for the Twitter feed resulted in a 33% increase in emotional engagement compared to TV ads, as well as a 19% increase in unassisted recall and 6% in the association of messages.
Influencer Marketing Platform Activate interviewed a little more than 100 marketers and discovered that 70% of them planned to increase their marketing budget to influence this year. Although the survey pool is relatively small, the data reflects what many people see in the industry. Influencer marketing continues to grow, especially on platforms like Instagram where influencers publish 150% more content compared to the previous year.
Influence efforts tend to focus on Instagram, YouTube, and Snapchat. With the launch of ArtHouse, Twitter hopes to attract more brand influencers to its platform.
Learn more about the news
Twitter has already collaborated with several brands for influencer campaigns, including Wendy's, Google Brazil, Stitch Fix and Dunkin Donuts.Twitter officially launched ArtHouse On the occasion of VidCon, a three-day conference dedicated to the online video industry. Brands interested in ArtHouse should contact their Twitter representative.
About the Author
Amy Gesenhues is a senior writer at Third Door Media, featuring the latest news and updates from Marketing Land, Search Engine Land and MarTech. Today & # 39; hui. From 2009 to 2012, she was an award-winning columnist in several dailies from New York to Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO and Sales and Marketing Management Magazine. Read more articles from Amy.