Twitter is rolling out a single platform named ‘Twitter ArtHouse’ to link brands with creators and influencers. This new initiative integrates creator management, video editing, and live broadcasting under an umbrella. The ArtHouse team includes content strategists, digital producers and influencer marketing specialists for offering video editing and live broadcasting services. The company helps creators to build ideas and assets on behalf of brands, influencers with broader reach and artists with a creative craft.
Report from Magna and IPG Media Lab states that Audience on Twitter spend 24% more time with ads made by creators than they do with the posts from brands. Also, recall of branded creator posts raises purchase intent by 41%.
A Twitter-commissioned study shows that video optimised particularly for Twitter, resulted in a 19 % increase in unaided recall and 6 % in message association, which together resulted in a 33% lift in emotional engagement.
In addition to this, Twitter Live Brand Studio helps brands in presenting live videos through the platform. “Brands are continually looking for better ways to develop feed-first content that brings something unique to the Twitter platform”, said Stacy Minero, Global head of Twitter.