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Twitter unveils ArtHouse, a new intiative to connect brands and creators

Twitter unveils ArtHouse, a new intiative to connect brands and creators

Twitter has rolled all of its content management and marketing tools into one package.

ArtHouse is a new sidearm of Twitter designed to help brands find and work with influencers on Twitter. It offers creator management, live broadcasting and video editing tools as well as in-house marketing specialists.

The ArtHouse team is made up of content strategists and digital producers that can help brands launch and promote new products and services, as well as keep on top of what's happening on Twitter.

Feed-first content

A study from Magna and IPG Media Lab revealed that Twitter users spent 24 per cent more time with adverts made by creators and influencers, rather than marketing shared directly by a brand. 

In a blog post, global head of Twitter Stacy Minero detailed a number of campaigns that brands have run recently using ArtHouse tools. These included a Wendy's promotion with influencer chef Demetrius Harmon and an LGBTQ promotion with Google Brazil.

Minero also detailed two other campaigns utilising ArtHouse's in-house editing and design tools. This included  a video campaign with personal styling service Stitch Fix, and creating visual assets for a Dunkin' Donuts advert. The post also discussed Twitter's live brand studio, and how it assists brands in hosting live videos through the platform.

"Brands are continually looking for smarter ways to develop feed-first content that brings something unique to the Twitter platform," Global head of Twitter Stacy Minero added.

"When content connects with Twitter’s influential, receptive audience it can make a product launch land, and even become a part of the cultural zeitgeist."


Editor

Danielle Partis is editor of PocketGamer.biz and former editor of InfluencerUpdate.biz. She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.

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